It is a semi-boot. Instead of doing their version of the TOS characters in a straightfoward fashion they played it safe (not the fault of the writers but of the studio; larger budget, higher risk aversion) and went to extreme lengths to tie their stuff into all that came before. ENT, DS9, TUC, Unification, NEM; ST09 is a massive fanwank festival which is again hardly surprising with a fan being in the writing team.
I think Trek needs a clearer cut with the past and above all no involvement of any fan to prevent this incestuous stuff. It is no coincidence that the last two movies, NEM and ST09, were written by fans and tried in vain to copy TWOK. Neither Meyer or Berman were Trek fans when they got into touch with the franchise.