Besides hearing of others swapping allegiances, I personally know of one leading travel agent tour rep, a Qantas gold FF and long time Qantas fan, who was offered Lounge access last week on their first/forced flight with Virgin. My acquaintance, who didn't reveal who they worked for, questioned the offer thinking it was a mistake, but to their increasing disbelief they were then given a Virgin gold FF card and a premium seat!
One new convert who just happens to be responsible for hundreds of bookings a week.