>>1015929720089 was fucked from the start. Trek fans saw the movie as pointless. Popcorn moviegoers didn't give a shit about Trek nor did they buy toys. Trek fans didn't buy a thing they hated, those moviegoers wanting action didn't care for the merch.
Remember that JJ said he hated Trek and so did Orci & Kurtzman. Why any of them were hired is a mystery.