The thing is if you are not going to make Trek why name it as such? We know why, it's nothing but branding, 100% vapid nonsense. Remove the brand and what do you have left?
Another problem is that they insist not only that this is Trek, it's the Roddenberry continuity which is such a blatant lie it's insulting, something they still insist on to this day. Do they really think so little of people? As bad as the 2009 movies onwards are it actually did the whole Batman/James Bond thing where it was it's own continuity. Trekies care about continuity, good stories with people like Mike be able to tell you every little contradiction while having fun doing it, if you are going to hop on that horse you better be on top of your game.
No one questions the credentials of a Batman/JB as bad it might be because they are still recognisable as what they are, the core is still there, the creator's understood/ared enough to have that. It's not just a Walter PPK, the name 007, a suit, car. Trek isn't just warp drives, phasers. Orville understands this deeply, that's why it's the new real Trek.
Branding is how they suckered Netflix for the entirety of the first season. They knew the gig is up when they turned down the Picard show. Think about that. Trek has gotten so bad that even Netflix turned it down and you would think a Picard show would be free money. Imagine Star Wars or MCU movie not making money, not selling toys because it got that bad.... *Solo*
They could have avoided a lot of this had they not lied and kept lying. Not insulting and blaming others, coming up with absurd excuses would be a good move. It wouldn't have saved them from making a z-grade abysmal stuff, but they wouldn't have people encouraging and looking to forward to it's failure.