The massive box office proves the popularity and frankly nobody can dispute the bean counters. My feeling on the film was "alternate histories equals totally different characters". Let them get on with it. See how far they travel before their backstory gets too intricate and have to start all over again for a whole new audience. I'll be right here, waiting, yearning for my Trek universe to return to the screen... just add it to the 4 years I've spent so far, constantly moaning about Enterprise's premature end.
I have to wonder if it had turned out more like Harve Bennett's 1990 proposal for honest-to-goodness prequel films, with younger versions of the TOS crew leading up to their being assigned to the Enterprise, would it have been so successful? I guess we'll never know for sure...