Who cares about dollars earned per dollar spent? If you spend a dollar and make 235 million and one dollars, that's shocking and extremely cool, but if you spend 150 million and make 385 million, you're still 235 million dollars richer.
The initial investment matters quite a bit. Is it worth the gamble to stake so much money on one property? Sometimes yes, sometimes no. We'll surely get a sequel to this flick, but as the profit per dollar shrinks, and the initial investment gets higher, as it invariably does, the risk isn't worth it. Profit per dollar is incredibly important.
And besides, larger overall profit doesn't just mean the movie did well, it means there's increased visibility for all kinds of ancillary sales. I bet Star Trek toys sold a hell of a lot better this Christmas than they had in a while, don't you think?
I don't understand how a technically larger gross leads to greater visibility, when fewer people have actually seen the movie. As for Star Trek toys selling better this year than in the past few, you're absolutely right. Best ever? I really doubt that.
It's more or less impossible to define "most successful", but given the incredibly negative buzz for the franchise as a whole after Nemesis and Enterprise, it certainly ranks among the highest from any reasonable perspective. So either way, Dimesdan's point is pretty inarguable.
Obviously not, since I'm arguing

And really, I'm done now. This is way off topic and I don't want to get banned.