1a_please,
I agree with some of your comments but feel you need some education on your comments regarding the fare prices on QF vs DJ. Your full "Y" cost of SYD-MEL is almost correct however this is not the only fare that has the same conditions as the DJ full fare. QF have the Kisox, Hisox and Bisox fare which are also fully refundable and changeable. The Kisox is actually cheaper than the DJ full fare and has the exact same fare conditions (fully refundable/changeable) which is offered as a discount ticket. You'll find the majority of seats on your peak cityflyer flights are kisox, hisox rather than full Y as your suggesting.
I don't know about you but I'd be happy to fly on QF for less than DJ and get a meal ( whatever it's contents maybe) and receive it as part of the package rather than have someone in my face trying to sell me a virgin t-shirt and a $8 muffin.
Just my 20cents worth