I doubt Paramount gives a shit where the money comes from, as long as they get it. And Star Trek will probably always be considered a major player because of the heritage
Any business that didn't care where the money came from wouldn't be in business for very long.
After the previous two failures a new movie was a risk. But it was a risk worth taking, and whilst maybe not being the instant pot of gold they were hoping for as previously suggested, it did renew a spark and interest in the Trek universe, and in the long run that will pay dividends.