I ain't a Trekkie, but... Why does a cultural work has to stay alive? Cultural works are also part of an era. Star Wars, it's the 1980's. Bad special effects and imperial officers pornstaches are part of the overall charm.
I mean neither Star Trek nor Star Wars were dead. These are cultural monuments. Awesome works. They are to our societies what Homer's works were to Greece, Shakespeare's to Renaissance England, and so on. When something reachs such a point, you just can't do anything with it. For instance, mess with its timeline or whatever. You don't start with a blank page but with something having an history. Nowadays, Hollywood guys just want to do whatever they please without any respect for what might have preceeded them.
You can't rape Homer's work (well, they did with Brad Pitt's Troy), you shouldn't be able to do so with modern equivalents.