Don't see why caring for the prime universe has to be attached to the creative decisions they make in hopes of making an entertaining film.Now the people behind the film aren't Trekkie enough for you? Those same writers whose favourite television episode ever is Next Gen's "All Good Things"? One of whom has a library of Trek novels?
Compare with Rick Berman and Branon Braga, neither of whom had even seen all of The Original Series before making their prequel series, Enterprise.
If they cared about the prime universe, they wouldn't be getting involved in this mess nor would they have blown up Romulus. Like I've been explaining this whole thread.
Preserving everything in amber is not a good mindset for writing.