The secrecy surrounding STID is one of the weirdest and stupidest things I've seen done in movies in recent years. So they decide to bring back Khan because he's apparently the very definition of villainy in Star Trek. Captain Kirk's Joker. They cast a popular rising star in the role. And then make his identity a plot twist. What the hell is the point in bringing back a one of the most iconic characters of the franchise, if you're not going to use the character's identity as a promotional tool?
It certainly doesn't help matters that Khan's alias, renegade Starfleet officer turned terrorist John Harrison is a more interesting story idea. Watching the scenes before the Khan revelation definitely present an interesting character. Here's one of Starfleet's best and brightest, a skilled asset and someone can accomplish results at anything he sets his mind to, and he's betrayed Starfleet. Just what is his deal? What has made him turn against Starfleet and made him okay murdering his fellow officers? Then you find out he's Khan out for revenge against an Evil Admiral for being a douchebag to him.
And finally, months of interviews with everyone in the Bad Robot camp constantly delivering the same meaningless double-talk about connections to canon and whatever got annoying. While I criticized Paramount for not doing anything to promote Beyond earlier, I must admit silence is preferable to having the same stuff being regurgitated every month in one long cock-tease.