"The truth is I think it probably would have been smarter just to say upfront 'This is who it is.' It was only trying to preserve the fun of it, and it might have given more time to acclimate and accept that’s what the thing was," Abrams said. "The truth is because it was so important to the studio that we not angle this thing for existing fans. If we said it was Khan, it would feel like you’ve really got to know what ‘Star Trek’ is about to see this movie. That would have been limiting. I can understand their argument to try to keep that quiet, but I do wonder if it would have seemed a little bit less like an attempt at deception if we had just come out with it."
I bolded what i think is the important text of this quote.
I'm not surprised by Paramount snubbing existing fans but was it really smart to not hype up Trek's most iconic villain? I mean it's not like we're expecting non-fans to watch 2 dozen episodes to understand Khan's character or history.