No idea what Qantas is considering for Project Sunrise, but Singapore went with a 100% premium product on their Singapore LAX and JFK service (A340-500) - basically all business class. They also charged a premium above the normal business class for the same route with a stop. I looked into the LAX-SIN nonstop once and IIRC it was about $1000 more than the normal business class fare.
Seemed to work for them...