Sure. But no one's forcing them to adhere to a make believe history of a future that hasn't happen. Well, I say no one.... There are some fans who are insisting on it, but if you look at the amount of people who actually really care and insist on a historically acurate fictional setting, and those who don't, the 'don't' camp wins out, by a huge margin.
This show isn't made for a minority of fans who need this to be basicly TOS redone. It's made for the masses, old Trek-fans, new Trek-fans and non-fans. People who've never watched Trek and go 'Oeh, I need to see this'. They've never even heard of Pike or Sarek. Names like Spock, Enterprise and Kirk are known to them, but only because of pop culture. So it's no big deal if this make believe future history doesn't mesh. And really, the majority of fans don't either. Sure, some stuff will make them go roll some eyes, groan a bit perhaps. But when a Constitution class starship shows up and doesn't look EXACTLY like the one from The Cage.....they'll go 'cool', and move on.