I think the RSCPA guy hit the nail on the head, it is an untaped market.
I personally am prepared to pay seat rates for my loved pets travel for the assurance of a safe arrival.
Guess the idea will be submitted to the QF board somewhere in the near future to offer a premium pet service, they will vote on it, then they will conduct a market analysis, put together a proposed product, prices, routes, vote again and program a start date for sometime in the next year.
Meanwhile Virgin will probably see it as a good idea and make it happen immediately, some six months before QF releases its proposal for said service.
Like the day of the $1400 economy one way airfare to Perth, perhaps Mr Branson can again offer another more reliable, economical and customer orientated product, good luck.
Shame on you QF.