I'm perfectly happy starting with the 09 movie because I love the Kelvin movies and definitely want figures from all of them but I do hope they last long enough to get to TOS and TNG though. I'd love to get Shatner Kirk, Nimoy Spock, and Riker.

I completely agree. Any modern Star Trek line should encompass all Trek media - not only the series and the movies but the extended media too, like fan favourite videogames and comics. And it should absolutely cover the classic series too, but in order to earn that I feel it does need to start with the modern media. The line has to earn it. Or, at the very least, work backwards by covering media most accessible and relatable to fans today. To put it another way, as a collector of Star Wars 3.75" I always preferred getting figures that tied in to recent media because it built hype for that media. Because Picard Season 3 featured the most recent iteration of the TNG crew, those versions of the characters should be the first released in the HIYA line. They can then, at their leisure, cover the TNG movies and TV show.