Actually, Airbus and Boeing do care about this Qantas deal very much, as it will be a proving ground for the equipment, and if successful - will trigger mass global airline orders since most of all of the airlines would be pleased with a super long-haul aeroplane to open up new markets, in particular with European and US airlines operating to / from Australia via many new points that are not currently served - securing monopolies (initially), and between other continents. This is a good test case before they take the financial gamble with unproven technology...