The writers do understand it. They understand it in the sense that they're following what's been established, the parameters of the franchise. What you're looking for, I think, is people who would want to change the understanding of the franchise.
No, I think it's both actually.
A tonne of writers allowed to create in a universe while disregarding the established tone, look, methodology and ethos of that franchise and writers who alter those things inherent to that franchise.
Two very basic comparisons I'd make, in terms of disregarding what's come before or altering to the point that it loses it's interesting aspects and becomes bad, are this:
To this:
Or this:
To this: