Jumped on to post the article below, but you're spot on Framer about a grand gesture. The problem is, I don't think 'they' have a clue about what they've actually done. I think 'they' have been so focused on making changes on spreadsheets that they've forgotten what Qantas actually is. Or was. That's why they can tell everyone that they are sorry and will fix the customer experience. The customer experience is the result of everything else (that 'they've' wrecked) not the beginning.
Anyway - I'll post the article, touches on the same point.