But again, Captain Kirk and Mr. Spock are pop culture icons and as much as I love it, the truth is the generic Star Trek universe setting was a proven failure both on television and in movies. With Enterprise they revamped the show twice. They went darker and edgier with the third season's Xindi war, then got new writers and a new showrunner to take the fourth season in another new (direct-prequel-tastic) direction. Neither idea worked. Nemesis was a major flop, despite having the biggest budget and marketing push (at the time) since The Motion Picture and starring the cast that were at the helm during Trek's most financially successful period. J.M. Straczynski and Bryce Zabel put it best, I think, in their 2004 pitch for a rebooted TOS: "Over the decades, Star Trek has become so insular, so strictly defined, and placed so many layers upon itself that the essence of what made us love it in the first place has been lost. The all-too-reasonable desire to protect the franchise may now be the cause of it's stagnation. Imagine buying a new Porsche and leaving it in the garage all the time, because if you take it on the road, it might get scratched. But that's exactly what's happened to Star Trek. The Porsche is still clean and polished, but we're driving around in a nice, reasonable family car. It's time to throw caution to the wind and go out for a drive... a real drive..."