That's what I always felt. You change everything in terms of looks but then through in lots of pointless canon obstacles that you feel you need to hold yourself back because of them. I mean if your going to make changes for the new fans were it doesn't look like something in the "TOS" time period why stop their? Out of the stuff they have said about this show being in the Prime Universe I don't think they have ever gave a reason why they wanted to set it in the Prime universe. Was it just because they wanted to lure in new fans or where they afraid the casual fans might not understand thing like alternate timelines? Which I can sort of by but I do think most people at least understand what a remake is or even a reboot.
Jason
One of the reasons I felt they would have been better off either setting Discovery in the future, say 100 years post Nemesis (then any inconsistencies are easily explained by the passage of time) or making a reboot of some sort like the Abrams films- thus freeing them to reinterpret anything they wanted and avoid the whole consistency/canon arguments altogether.
Setting it in the prime universe, 10 years pre-original series, was always going to open them up to criticism from folks like me, that prefer greater consistency.
I honestly don't know why they wanted to do it the way they did. That I don't have an answer to. Just to bring along old fans? That doesn't seem likely. Old fans mostly would have checked it out regardless.