Perhaps Abrams was the wrong person for the job especially since he admitted he wasn't a fan, not a bad thing to say, just an odd one that must have made the marketing people think, "What an undisciplined person to say such thing! How do we spin this positively now?".
Nah, I'm betting the marketing people asked him to say stuff like that as much as possible. It effectively drove home the message that this wasn't going to be Trek made for those Dirty Trekker Nerds.
I agree with BigJake
about the message being intended to attract people who wouldn't line up to see the nuTrek films, if they thought they were going to be like that earlier Trek
that they specifically elected not to watch or that they lost interest in. I thought that was glaringly obvious.