Also among these pitches, a request to do a Star Trek movie. If this rising star thinks he can do something with Star Trek that will pull money in, why should the execs say no?
I always thought it was the studio that approached him, because why would Abrams request it? Star Trek was clearly something he didn't like, didn't get, and was nervous to be seen around. (At least he kept saying so at every opportunity and the style of the films seems to reflect it, certainly he's capable of making money doing more sophisticated and cohesive work.)

That's pretty much where I come out.
People seeing it might have thought that it was a fictional garage kit/extrapolation, just like the real world fans of Star Trek do and make said art/model kits now.