That is likely why the Abrams films rebooted the universe--restarting from the Captain Pike era--with a big enough change to justifiably say it changes everything that the previous continuity ever did.
And that is rather fortunate, because if they had made first contact in 2016 rather than 1996, people might conceivably be throwing money into the Facebook, Reddit, and Twitter interfaces to the Borg-net, rather than foolishly engaging in any futile resistance. The cube-ships would be ruthlessly harvesting our most shareable lolcat videos, and everyone would be walking around in identical jeans-and-hoodies outfits and calling everything "amazing".
A reboot is really the only way to restore the franchise to its original mission to simplify today's social issues and frame them up against the backdrop of a more progressive starfaring society, so that people can get some perspective on those things that might otherwise be too close to home in a somewhat entertaining way.
For instance, given the South China Sea situation, I would guess that at some point, the new Star Trek series would introduce some alien species as proxies for China, Vietnam, Philippines, Malaysia, Japan, and maybe even Brunei, and the China-aliens would be constructing artificial dwarf planets out of hazardous nebulae using unlicensed Genesis devices, and using them as bases to harass passing scientific and mercantile traffic. Then some of the people watching would obsess over details and completely miss the broader point.