I don't agree either surfside.
This "aussie icon" rubbish that Q.F markets so very well goes straight down the throat of the average aussie ,who remains totally and blissfully ignorant of the machinations of Q.F management - unless they manage to actually read the business pages once they have finished the sport and cartoons.
Fact remains is that Q.F is still viewed as a huge employer of Aussies and proudly Australian.
You overestimate their intelligence.