On a recent trip flew with Qantas, Kendall, and Virgin at various times. There is nothing wrong with the QF box, it's just that people expect more. On DJ you get nothing, but don't bat an eyelid because it's what you expect. Kendall was superior by far, but how long can they keep it up?
International is really where the problem is- precisely because there is choice. The QF product is second rate. It is terrible to board a QF flight and feel relieved because it is actually a codeshare operated by BA.