The other way around from what I've observed. It's not important... until suddenly it's VERY important!It's very very important.
Until it is not.
"Oh my God! This thing I never previously thought about for two seconds in my life now matters all the world to me because it appeared in a Kurtzman Production! AAAAAAHHHHHHHH!!!!!!!!!!!! The TOS Enterprise on Picard has STD Pylons!!! This Picard isn't my Picard!"
I wish I could say I was exaggerating, but I'm not.