Three thoughts:
1. Looks damned good.
2. The trailer makes it look like a straight-up action movie with sci-fi backdrops.
3. Maybe they're so cagey about calling him Khan because it's a British actor in a classic minority role?
Speaking of that particular semiotic snarl, did anyone notice the first time around that Vulcans are now a predominantly British entity, whereas in earlier Star Treks they were Jewish American? Given what happens to Vulcan itself in the rebooted franchise, I wonder if to JJ Abrams, it just didn't seem right to cast Jewish people–and Jewish culture–in the role of "friendly but vaguely sinister aliens."
Whereas that is a technically accurate description of the British.
