They are going for mainstream fans and, now, global box office. Domesticly (USA) you'd be surprised how little the mainstream keeps track of Star Trek. The general consumer can, and is, easily confused ... Constantly. Globally it's even worse. Again, CBS makes money off of ALL merch while Paramount does not - they only get a piece of Kelvin Timeline Star Trek. So if Paramount puts out a Star Trek movie and license merchandise and CBS license PT Star Trek merchandise that stuff gets stocked side by side. That's competition. The general public seeing all sorts of different faces and styles creates brand confusion.