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Does Trek have to be cool?

I guess I really don't get it. Trek never was cool, and then supposedly being a geek/nerd was cool, but now it's not cool again, but this Trek is cool whereas the Trek I liked apparently isn't and wasn't cool enough to be cool, but is cool enough to reboot.

I don't get it. The only reason to reboot a franchise is to embrace and extend: keep old fans, make new ones. So if the last few Trek films did so poorly, and there are no old fans worth having, why in the world does it have to be called Star Trek?

I know now someone will point out that nobody is forcing anyone to be a fan of the new stuff, or to watch it. But how can you tell if you like it without seeing it? And once youv'e seen it, you can't unsee it.

The new Scotty played in Scotland? Really?

Okay, I can't really tell how the language and accent jokes played since I was watching a Russian dub as usual, but... seriously?