You, when you got on my case for referencing discussions and things I’d seen outside this thread.
Here’s a discussion about the marketing for 09, to refer to an example of what I’m talking about.
The Kurtzman era of trek’s default is to be embarrassed to be a spin-off of a campy 60s sci-fi show. For me, Beyond, Prodigy, and Lower Decks are the handful of cases where they don’t seem to be trying to “fix” or “solve” being attached to TOS.