As far as "a lot of fans" seeing this as a gimmick goes, please site your source. That is just your opinion or conjecture without a source.
There have been plenty of deconstructions of nuTrek out there that have criticized the framing as a contrivance to try to hide it being a reboot so as not to lose the old fans. There's no need to provide a bibliography.
As for nuTrek making more money, that's also true. Paramount is under no obligation to do anything. Likewise, no Trek fans are under any obligation to like the current direction. And to be fair, we were under no obligation to like the direction it was taking under Rick Berman for that matter. It's "conjecture" to assume that all those who don't like nuTrek heap unconditional praise on Berman-trek. Obviously the franchise was in deep trouble, but JJ's approach wasn't the only way it could have been revived. It would be "conjecture" to assume that any approach other than Star Wars-esque action, rebels without a cause, and lens-flares would have flopped.
Hide that it's a reboot to not lose fans? Wow, conspiracy within the production.
Look, I'm 54. The older I get, the less and less I care about what universe I'm watching and what canon is being contradicted or retconned. I just want to enjoy the ride. I've also never needed Trek to teach me life lessons or give me philosophical pathos any more than I needed it from an episode of "M*A*S*H" or "Hill Street Blues".
There probably is someone other than Abrams who could've taken Trek in a different direction and been successful, too. But this is what we have, and Abrams didn't change much: it's Kirk, Spock, McCoy, and the others almost exactly as we remembered them. It is very recognizable as Trek. About all he did was knock the rust off of it. It has energy, life, and a future. No, it hasn't won over every fan from the past, and it has detractors, but it has me and seems to have a lot more others.