Ground rules for transporters have been around for years? Sure, and they change according to plot. Always have.
No they haven't. You a social media consultant for Paramount?
The last Star Trek "movie" followed the same tired old unimaginative Paramount plot used in every Tom Cruise movie from the 1980's:
1. Rugged bad boy has no respect for authority and starts fights, breaks the rules, etc.
2. Father is dead and memory haunts him, people compare to him, etc
3. Opportunity for advancement to join Star Fleet / Top Gun / the Big Race / Big Trial / Big Fight / etc
4. Professional friction with a peer. who compares him to his father
5. Gets thrust into a crisis where he has to grow up. People compare him to his father
6. Obligatory "what would your father do" scene spoken by trusted figure starting with "yeah, I knew your father"/"I once saw your father" etc.
7. Saves the galaxy/Navy or wins trial/race/mission/whatever
8. Makes friends with peer in (4)
9. Slaps guys on the back at the end (really).
Show me a Tom Cruise movie from the 1980's that didn't follow this. Star Trek 2009 followed this exact formula right down to the slap on the back at the end.
Star Trek - TOS had original plots that were morality plays, where the right thing to do wasn't always evident.
I'll bet my bottom dollar that in Star Wars VII, it starts out with Luke dies, and his son follows the above formula exactly. An older Han or Leia or somebody keeps comparing the kid to his father. He fights the son of Palpatine, etc.