The staff at Qantas have been "trashing" the Qantas brand for years.
In flight service at the pointy end has similar "hardware" as some Asian competitors but the "software" is in major need of overhaul. One only needs to read websites such as this to quickly learn that staff such as cabin crew and engineers wear their hatred and disruption to the business as a badge of honor. Ansetts demise was accelerated by similar industrial thuggery within some departments as union "leaders" happily pulled the temple down over thier heads. The same is unfolding at Qantas as strike breakers circle the pond.
Dixon is running a profitable airline that at one stage was the worlds most profitable under his stewardship. Running an airline is not a popularity contest, he doesnt care how slings and arrows are sent his wage but myopic wage earning pilots.