We're the ones watching these movies, aren't we? Since when did "general audiences" watch Star Trek? (Not including NuTrek)
Let's be honest here, even in 1998, there simply weren't enough Trekkies to keep a feature film franchise afloat. You have to make something that is going to draw general audiences in order for the film to financially viable. Unless your willing to go the Serenity route where you get thirty million to make your film as opposed to ninety million and lose some of the cast members in order to come in under budget...
Hell, First Contact was a smashing success because at its heart it was a zombie flick.