I know there was a section where you touched upon the "why?" question, but it really didn't answer it in it's entirety.
Unfortunately I think they did answer this question in its entirety
Here are a few quotes
"We won't sugar coat how nerdy and geeky we are at Lightmare. We love Star Trek in it's entirety"
"We're not just here to make an awesome card game, we're here to create a culture."
I wont sugar coat this either. Now that we have all the information and had some time to think about it I think alot of peoples fears about where this will lead are now confirmed. I think this is a bad idea. A really really bad idea, and im talking from a business perspective not out of some bias against Star Trek. A couple of promotion cards for lol's every now and then like omni is fine but I think that actively seeking to create a culture of nerdy, geeky star trek fans is going to damage the games rep very badly. Actively creating a nerd/geek CULTURE also actively alienates anyone that doesnt view them self as a nerd. Theres no way to get around that and a large share of IW's current player base (Im willing to bet a vast majority) are actually not Star Trek geeks.
The other reason I think its a bad decision is that I am highly skeptical that Star Trek cards or culture will bring ANY new players to the game. The internet already has plenty of dedicated Star Trek games and Star Trek fansites and roll playing sites etc, including a dedicated Star Trek CCG. Theres no 'gap in the market' to take advantage of here.
TLDR: I think Infinity Wars has its own great lore and atmosphere and is a great game and I think Lightmare should continue simply making an awesome card game and not spend a single $ or minute of their time TRYING to make a culture of Star Trek geeks (and the same goes for any other IP).
Having said that im just a humble beta tester and have no say in business decisions of the company. Just providing my unbiased opinion and feedback as is my duty as a beta tester