If they're going to toss the last 40 years and start over, they should just develop some other SF series that includes spaceships, heroic captains, aliens, etc. It seems to me as though they only want to call it "Star Trek" because it's a recognized brand name.
Okay, I have to ask: If Batman Begins
was going to ignore all the previous Batman movies and TV series and start over again, should they have just invented another dark avenger of the night?
Of course not. Because the concept and the character do NOT equal the continuity. Batman Begins
is no less a Batman movie for starting over from scratch than any new Star Trek project that keeps the basic idea but chucks the continuity of the previous versions.
(Plus, let's be honest: If they'd done what you suggest, but kept the transporters and starships and a prime directive and such, everyone would rightly accuse the "new" series of ripping off Star Trek!)