Oh, that's not new. Pocket Books had an evolving internovel continuity in its Star Trek tie-ins in the 1980s, but when TNG came along, that continuity was abandoned. For a decade or so thereafter, the books had to limit themselves to standalone tales, but starting around the turn of the millennium, a new novel continuity began to emerge and continues to this day. You could also make a case for the separate continuities of the various Trek comic-book tie-ins from various different companies. Then there's Stargate's three distinct tie-in continuities -- the Bill McCay novels based on the movie continuity, the smattering of Ashley McConnell novels based on SG-1, and the current Fandemonium Books continuity that ignores the others.