"The execs like it" I interpret as their thinking it will make money, based on recent trends, not necessarily that it's something that they or Trek fans would actually consider good.
Agreed. So for all we know, we could be in for Trek's version of Jar-Jar Binks plastered on all the bags of Happy Meals.
I hope not. Look at The Dark Knight, it's sophistication and movement away from targeting kids and massive merchandising (besides the batcycle, there we no new vehicles/toys to pander to children) helped it soar to box office success.
In short, I have no idea WTF this news means!
Good for execs = good for fans?