Directors are supposed to act in the best interests of all shareholders.
While I am sure what Qantas is doing is perfectly legal, one wonders at the links to potential service providers.
I may be wrong, but I thought that Corporate Governance standards required that conflicts of interest were to be avoided, however, I'm sure that QF has gold plated legal advice to justify everything it has done.
To put it another way, I get the impression, perhaps wrongly, that we are looking at a very exclusive little private club.