PS if you are suggesting that QF pilots are the benchmark think again, that is a very arrogant remark.
On first pass, it is a very arrogant position to take, however, if I was a Qantas Marketing person, I would definitely be taking this position. You have to be able to position your Airline differently than (above) other Airlines. There are a few recent piloting examples around that support the proposition as well. It mightn't go down too well with colleagues in other Airlines, but that's business.
The trouble is, Qantas will have to get its pilots on side before being able to capitalise on such a campaign.
There we are ... Step 1 in re-positioning Qantas as the premium Airline of choice.