Of course there has to be a balance, but if you look at a business through the prism of a spreadsheet it doesn’t matter whether you are selling widgets or moving them.
Qantas is an airline. It needs to be passionate about aeroplanes and travel - that is what it does. If the passion shifts from aeroplanes to numbers, then the reason it is in business in the first place is lost. A Mission Statement of ‘enrich senior staff and shareholders’ is a VERY different thing to ‘be the best airline we can be’.