As for big budget special effects movies, non-fans believe in going to that kind of "science fiction" film (including ST films) just to have a couple hours of fun. What they don't get and make fun of is people taking Trek seriously enough to form clubs, go to conventions, discuss it online, and "worst" of all, dress up in costume at cons. This makes non-fans assume that fans actually don't know that Trek isn't real. They're that ridiculously literal-minded about it sometimes. I think the cosplay shows a healthy tendency to take oneself less seriously, actually.