In that case, why bother to call it Star Trek?
Because it would still be "Star Trek". It would still be Kirk, Spock and the Enterprise out exploring really weird shit and fighting bad guys.
You toss the prior continuity because why tie the hands of a new creative staff with bullshit? You can eliminate people screaming about how the color of Kirk's medal doesn't match the color of the medal we see in This Side of Paradise
I love Star Trek. But I think any new series is best served by shedding the last forty years of continuity and starting over with the basic premise and rebuilding the universe from there.