When First Contact came out, it was the high water mark of Star Trek in popular culture - remember this was when it stood pretty much alone in genre franchise at the time. Star Wars had been gone for over a decade and was a couple of years away from returning, LOTR and Harry Potter were to come later, and the huge explosion of comic/superhero films couldn't be forseen. There were big blockbusters like Terminator 2 or Independence Day, but Star Trek pretty much ruled the small and big screen for sci-fi.
By 2002 it was just one of many, and it felt tired and old by then. Insurrection was a misstep, and Nemesis stank the place out. At least for those who bothered to see it. It was obvious it would be the last film for some time, as Enterprise was a flop on TV, and both DS9 and Voyager had ended with dwindling ratings and obviously had zero spin-off potential.
It was a big surprise when Star Trek 2009 was as good and as successful as it was. It was a near miracle frankly. It brought Star Trek back from the dead.