I think you really don't understand that a company can't just generate infinite shares from ever producing more shares. First they have to be worth something, to get the desired return, then there has to be willing buyers which is usually not an issue, and then you have to avoid diluting investors shares already invested. Every time you float more shares each share loses value, which turns off potential investors if that continues. Coles is going down a similar path to QF at the moment, its quest on dominating market share is seeing it setting up stores to compete with its other stores sometimes within a km of each other. The onus is then placing ever increasing pressure on labor to cut costs in staff numbers and conditions which are now below award. QF wont get away with that for pilots as its in a highly competetive environment so its starting with the stood down FAs and other segments. The writing is on the wall for both companies.