Have you seen prelude to Axanar? That is Trek done right, with a mix of amateur and professional, you will recognize the cast except the Klingon is Richard Hatch (Apollo from BSG TOS). But they are working on the full length movie about what they call the 4 Years war. Paramount/CBS let them make it as long as it is non profit.
Your comment is very true and reflects what I see a lot of fans saying.

I didn't mind the tWoK elements in Into Darkness but the borrowing of dialog was distracting. It made me think of the tWoK instead of the film I was watching.

I don't see why they need to broaden the audience. The whole point of making a story in the Star Trek universe from a business standpoint is brand recognition. Part of brand is people knowing what experience to expect. If they want to make a comic-book or western style film, they should use a different brand. I'm open-minded, though, and will watch anything they put out with the Star Trek name. :)