Let it also be noted that titles like Captain America: The Winter Soldier and Thor: The Dark World don't seem to have hurt the box-office any.
Honestly, if you think you have to trick people into seeing a Star Trek movie, you're going at it the wrong way . . .
I used to get really annoyed when first movies did that around 10 years ago, especially comedies, because it implied that they were anticipating a sequel. Will Ferrell had no less than three movies titled this way (e.g. Talladega Nights: The Ballad of Ricky Bobby), and Pirates of the Caribbean started off like that.
I had no problems with Marvel movies, or even ST09 doing it, because we knew from the get go that they were franchise movies made from pre-existing properties (okay, so Pirates was a Disney ride, but still). And Iron Man never went down that route, even though it started the Marvel shared cinematic universe.