And moreover some more, if the producers didn't think the TOS connection would make money, they wouldn't have done a prequel, and marketed that angle so prominently. What's quixotic here is choosing to set the show in an established context, presumably to leverage viewer familiarity with and affection for that context, and then doing a show that's almost nothing like the thing the viewers know and like.
I'm sure they want to, but they're failing. DSC isn't pushing any creative boundaries or setting any high-water marks in terms of sophisticated writing, or acting, or art design, or really anything at all. All continuity issues aside, it's been a mixed bag... some good, some bad, and mostly just mediocre.