Tonka -
I believe no one is being forced to 'endure' Avalon. You can get a cheap QF Red e-deal or a DJ fare to Tulla. Also I am sure many people in the Geelong area are happy about being able to fly to BNE and SYD from a facility much closer and much less congested than Tulla. Geelong is a maket in itself and can support 5 daily flights. Pax can also use the QF code on the flights to purchase through fares from international (and domestic?) destinations to AVV. Though one has the DIY baggage transfer in SYD to content with.
Also Jetstar make sit obvious which flights depart from Avalon.... One could say Ryanair is a bit dubious in its naming - as has been well documented by pax testimonials and in the media. Bit like DJ calling Ballina "Ballina Byron"...
The OZjet company wants to fly from secondary aiports everywhere. Should be interesting.