An airline is a SERVICE industry where image is everything... and so if the staff come over as demotivated, exploited, oppressed, miiserable pitiful wretches who'd obviously rather be somewhere else OR a bunch of money grabbing, fat, lazy company wreckers, it does not not do much for the airline's image... either way the airline management cannot win and probably not the unions either.... Both sides can only do damage in engaging this way. Time to bang heads together.
The bright, cheery, enthisiatic, attractive can-do image with fresh new branding might be a lot of hype, but its working. As for Australia's two 'last choice' airlines... who would not avoid them like the plague....if they could ? Caring and service are perceptions and not necessarily more expensive.