Are you saying he's not an actual director? What makes someone an "actual director"?
Why do you think it was a marketing choice to pick him? He wasn't exactly a major director at the time. He was far from unknown but he didn't have a lot of movies.
Which Star Trek to you is art and not content? I assume you mean made as a passion and not for commercial purposes?
I feel like that's just ignorant of how movies are actually made.
Is it content because it's popular and you don't like it?