Maybe to you it doesn't, but that doesn't change the fact that the people who own and produce the franchise view it all as one continuous tapestry.
To be pedantic where I think it has some relevance, my understanding is that they don't actually own the franchise. They have been granted exclusive rights by law (the public retains other rights, such as fair use and first sale, and will eventually reclaim all rights), but it's not their property.
Whether we agree with every creative decision or not, that's the lens they're working through.
I think that matters when considering the works they produce, but not to the original series, which was created by different people. (That might be why I tend to include the 2009 film and Into Darkness when thinking of TOS and its films: Nimoy seems to have been very happy with them.)