Creatively, Trek in all of it’s previous incarnations, has been driven by the artistic vision of only one or two people. The times are a changing…
TOS and TNG were’s Gene’s. He initiated the core idea and was the driving creative force (for good or bad) behind the production and insured the artistic integrity of the product he wanted to produce. (Not discounting Coon, Fontana, Gerrold, etc)
Berman and Piller continued and evolved that same foundation from TNG through Enterprise out of respect for the original idea. Harve Bennett, Nick Meyer, and Nimoy were the creative powers of the film franchise, and most recently, JJ was able to produce his vision of what Trek is with minimal interference from above, because, well… he’s JJ.
Read any of the behind the scenes accounts and you’ll find that, while they’re were plenty of battles with the studio over a wide variety of things, creatively, the content of the show and the integrity of canon was the responsibility of those individual creators.
Hollywood doesn’t work like that anymore.
Now… the “brand” is just that, a brand… It is an asset, foremost. Like Diet Coke.
Gretchen Berg and Aaron Harberts, Alex Kurtzman and Akiva Goldsman (talented pros as they may be) are all hired guns, employed by CBS to maintain their valuable brand. Trek is not their idea, nor is it their only creative enterprise (pun intended). Everything they get to do creatively will be influenced by focus group testing, audience algorithm data, viewership models and 20+ network executives eager to keep their jobs. Kurtzman and Goldsman are both working on a laundry list of other projects at the same time (ala Simon Kinberg)… so Trek is just another notch in their bedpost.
Furthering the brand will be the driving force on Discovery, no doubt. That means what’s “cool” to those commenting on Snapchat will take priority over original storytelling. Cynical, perhaps, but the patterns are there if you want to see them.
I had hopes for Fuller, because he seemingly is a huge fan with reverence for what has come before and would provide the tug-of-war needed because of his devotion. The remaining team has no history or track record of doing that - nor wanting to.
The current trend in Hollywood is to get a bunch of genre creatives who have made tons of money for the studio and get them to play rough in other people’s sandboxes. Sometimes you get brilliance like Game of Thrones… most of the time you get far, far less.