I'm responding to my own post because I want to clarify something (I was out walking my dog around the block and thinking about this post, and realized I have something to add/clarifyThe craftsmanship and the visual do matter, but I don't use those things to define a trek universe (e.g., "that looks like the Prime Universe circa 2255", or "that looks like the Kelvin Universe circa 2260").
I understand why TOS looks the way it did -- and that is because it was made in 1966 -- and I also understand that something made in 2017 that will look very much unlike something made in 1966 but can still be part of the same universe and take place during the same general fictional time period.
So while I appreciate nice effects, even effects that would be considered "cutting edge" only when they were made back in 1966, I don't use those effects to define a fictional universe.
If they tell me DSC is 10 years before TOS, I'm fine with that even if the set dressings don't look like its 10 years before TOS.

I think TOS certainly has a look that the art directors of that show skillfully gave us, but that look is the TOS TV show, not the TOS fictional universe.
What I mean is that the show looked that way because it was made in 1966, so a show made in 2017 could take place in that same universe and in that same time period, but have a totally different look -- and I'd be OK with that. The look of that fictional "mid-23rd century" universe was a product of 1960s art direction, but that doesn't mean that the look of the fictional mid-23rd century universe needs to forever be beholden to 1960s art direction.
That's the reason the Enterprise in TMP looked different -- not because it happened 10+ years later in the fictional universe, but because it was made 10+ years later (and with a bigger budget) in the real world.
The look belongs to the various TV shows and the time period those TV show are made. The look does NOT belong to the fictional universe.
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