But it goes all the way back to TWOK and the fans going Boba Fett with Khan. Over the years Khan's rep has been inflated into him being the only turn nemesis of the Enterprise crew. When the reality is that he was never much more of a threat than any of the other one of villains in the episodes.
Shoot, when I saw TWOK, Star Trek hadn't been on in syndication where I lived for several years, and I didn't even remember who Khan was until Chekov found the Botany Bay thing. I remembered villians like Trelane, Nomad, Kor, Koloth and Kang much better by name (in fact, after seeing the TV commercial for TWOK, I recall thinking "Khan" would be some new Klingon villian).