Universe building.

Also the Khaaan! line and whole scene in into darkness makes me want to smack JJ left and right. Spocks death in wrath of khan was tragic and probably goes down as Shatners best scene on screen. It felt so forced and stupid in into darkness.

JJ was also terrible in following pre existing universe rules in the two movies. Had they wanted it done right paramount would have hired Rick Berman to produce Brannon Braga to write and JJ to direct. I'm guessing JJ wouldn't have gone for that as those two aren't his cronies unlike Damon Lindelof (who also co wrote Prometheus which I believe TNT isn't a fan of)