I tend to agree. I think they would have been better off just saying it's a reimaging and get it over with. Instead I think they backed themselves into a corner.
They could have said the storyline fits with the existing prime timeline but they've reimaged the show (ships, sets, nu-Klingons) for today's audience. It might not satisfy all the critics, but at least they could say 'hey, we told you it was a reimaging.' Instead they try to dance circles around it.
Someone on another site compared it to going to McDonalds and ordering a Big Mac, and them giving you a Quarter Pounder and insisting they really gave you a Big Mac.
Now, I've admitted I've only seen the first episode. But that was enough for me to clearly see it's a reimaging, no matter what anyone might try to tell you.