Since I agree with Orange Crusher that yes, alienating so much of the fan base coupled with losing the action lovers who watched the first 2 films to some other action dreck is at least part of the reason this reboot continuity is dying, you're back down to seconded.
My POV is that there are millions of Americans who grew up with Star Trek who are not Trekkers, but who DO have fond, nostalgic memories of Trek the way they knew it, as part of the immersive pop media environment they knew, especially people who started simply being aware of Trek with TOS and also those who started being aware of it with TNG. And they said, "forget it, we like what we remember, don't make me absorb all this new stuff just to get a hold of the story. It was hard enough for me, a nonfan, to pick up the old stuff, and now I have to understand alternate universes and learn all this again? Fuck that."
Also, I think they should have gone with a "big thing threatens" plot. Like the return of Gary Mitchell--or nuTrek version of his appearance. The Tholian conflict we know happened, but amp it up. The Kelvans (with an a). The neck crawlies from Conspiracy. Something with Q. Any of these would have had a significant wow factor over what they did do. Anything but yet another take on bad earth/Starfleet guy.
But for me there is a silver lining here: if this dies, there's room for someone to do this RIGHT. Or not at all. But not at all is better than this series of lipsticked pigs.