I agree with much of what you said except for DS9 is far more representative of Star Trek despite the story arcs and darker themes. It has the human story. I do feel that JJ-Trek is representative of the state of pop culture and the 2009 film despite any minor gripes I have with it was actually a triumph for the franchise. Unfortunately they took a huge misstep with The Wrath of Khan: The Next Generation aka Into Darkness. And as others have mentioned, people are not running out to buy into merchandise or dress up as characters from the new films. People are still buying into the old, not the new.
I am thankful however that the television series has a chance to go back to what I feel most fans are hoping for and that is a return to the prime universe. That does not mean as others have argued that it has to go back to technobabble or recurring tropes that we have seen before in TNG, DS9 and VOY. It does mean that the type of story telling those shows and the original series did at their best can return. The heart and feel of Star Trek can return and the excitement from TOS or the new films can be included as well.
Hopefully with new and old people at the helm and a door open for some amazing cameos, because let's be honest, who doesn't at some point want to see Patrick Stewart as Picard again even if he is tending his vineyards or an old admiral or ambassador, this new show can be a continuation of the amazing universe that Kirk, Picard and company have inhabited.