Think of it. Think of Marvel.

Big Bad guy, tries to rule the universe. Band of heros team up and kill baddy. Throw in some comedic writing. Honestly, Marvel movies are incredibly flat, but they succeed because the humor/character interaction is charming and well written.

JJ destroyed Star Trek with the same philosophy. Look at the Star Trek movies...none of them capture what Star Trek really "is/was", but instead are Marvel movies in Star Trek Costumes. All 3 of them.

The first one succeeded because it was fairly well written and we were living on nostalgia. The second one was OK because Benedict Cumberbatch did everything he could to save it, and the third one flopped...because...well, it was forgettable. And the plot would have been far superior as a Guardians of the Galaxy 3, especially using the Rock music to kill everyone....at least that makes sense in the Guardian's Universe. But not real Star Trek.

It's like they did take a Guardians movie and "rebadged it" to Star Trek.

We all know Star Wars could have made bank with an original story. We all wanted them to. But they didn't. Instead, they gave us New Hope, a sophomoric Empire Strikes Back wannabe, and Deathly Hollows Part 2.