I was browsing through TrekMovie and found this little Q&A with Shatner that is relevant to the topic.
UGO: And as Abrams did this road show, he had a little bit of a prepared statement and his talking points. The type of thing you don’t see of Shatner’s Raw Nerve.
WS: Yes.
UGO: And the jokey way he decided to break the ice was, ‘I never was a fan of Star Trek.’ It’s the first thing out of his mouth.
WS: Uh oh.
UGO: How do you react, when you hear that?
WS: Well, he lies through his teeth. Because he was a “big fan of Star Trek.” So, JJ Abrams is trying to cast himself as a nouveau entre into the Star Trek universe. But I know him to be an old admirer of the show.
UGO: Well, he’s got to clear himself of the perceived stain. There are some people who think Star Trek is just for the mouth-breathing nerd. It’s a marketing ploy that either he devised or someone who devised for him and told him to say and it is what he’s running with it.
WS: Nobody tells JJ Abrams what to say, I can tell you that much. He’s got to broaden the base of the audience. And, I’m really being facetious when I refer to him as a long-time admirer. But he’s doing the best he can. You and I both recognize his trying to broaden the base of the audience, so that people will come to see it as an adventure.
UGO: Why do you think there is a little bit of a stigma to Star Trek?
WS: I think because the audience that has remained there has been so passionate in the affection for the show, that people who don’t know why they’re so passionate think of them in negative terms. And so if you’re known to like Star Trek, you’re linked with this group of people who wear costumes.