EK is primarily in the business of taking people from Europe to Asia and Oz and back. Anybody stopping in DXB is seen as a bonus.
Branson taking on the DXB route will be seen by the Dubai rulers as a major result, not as competion with EK.
Virgin will bring in new tourist traffic, people who otherwise would have gone to the States or elsewhere. Essentially it's a free advertisment for Dubai.
The take on the 'keep discovering etc' catchprase is promoting EK and DXB just as much as Virgin.
In fact there are no losers, its 'win win' for all.
Except for the EK employees who will continue to be stuffed around left, right and centre by a short sighted middle and upper management team.
Up 'til now it's only been the crews voting with their feet, rather than the pax. Without a biiiiig pay rise in May this will become a crisis. (As well as a need to address the other issues such as DECs, upgrades etc).
A few years ago I heard from someone in management that the big plan was for EK to become an iconic brand such as Nike, Coca Cola or the like. An airline that people would aspire to travel with.
Not going to happen until the staff are proud to work for EK again.