To be clearer then, it implies to me that with respect to this product they're completely uninterested in existing Traveller fans and are only interested in the D&D market.
The existing success with and support of various existing Traveller products only makes this particular decision regarding the name seem even stranger to me.
I don't see this as undermining the existing products in any way. I just don't understand why they would call this Traveller 5e when there is an existing 5th edition of Traveller.