The problem is, when they used premise of the crew being promoted quickly and serving with each other for only a year, it was bound to have that reaction with at least some fans. Everything was thrown in all at once, so it has the summer movie feel to it, with all the gimmicks. Kirk the hero and main character dying and then being brought back (probably) didn't really surprise anyone. Scenes like that are usually intended surprise viewers. I suspect that it was made for people who aren't as familiar with Trek or basically the summer movie goer crowd. There's pretty much a template for making and writing those types of movies.