Completely out of nowhere, but I wonder if the implied meaning is that Kirk & the crew aren't the 1701?
Different universe. A later NCC-1701 built. What if this Enterprise isn't the Enterprise?
Since the purpose of the site (going by what happened last time around) will be to run a viral mystery- or puzzle-type game as promotion for the movie, I think to assume an implication of that sort might be reaching just a bit.