Whether a not a product is the same as say Qantas, or looks better than Atlantic is largely irrelivant. They are established carriers with good codesharing to many destinations. They have the market continuing on to Europe, which is a large part of their operations, a market that Voz really can't tap into - they are mostly limited to the AUS - HK traffic.
Hong Kong is a market with much competition, and Voz will stay away from it until they are established.
After all, why not cherry pic the biggest routes with the lowest competition?