It's a bold choice but presumably they have some data to make it worthwhile.
It is categorically not for me and whilst I agree (to some extent) that rolling out the most popular ships first may not make a lot of sense, this is surely going to have a much smaller order rate.
Thinking rationally, although it still requires a lot of work, the design is fundamentally not as complex as the previous two. That makes it cheaper to produce and offsets potentially fewer sales.
But they also have enough hero ships to last many years already, Enterprise, ENT D, ENT E, ENT B/Excelsior, Voyager, Reliant. That's already 6/7 years of future production and likely guaranteed high volume sales.
It's great for TOS fans of course, I'm just a little perplexed. It has killed some of the momentum, for me at least.
I hope I'm wrong and it's a roaring success.