The timeline is not going to be "fixed". The studio wanted rid of the old timeline on TV and film as there was little to no audience left.
I think there may have also been a perception, fair or not, that the sheer amount of Trek continuity out there had gotten too intimidating to the average viewer. A new timeline offers new viewers an opportunity to climb aboard without feeling that they have nearly fifty years of intricate Trek history to catch up on.
You needed do something to overcome the perception, among the public and mainstream media, that Trek was just for Trekkies--and too "complicated" for anybody who doesn't have a degree in Klingon politics!