The 18 out of 100 that fly QANTAS is for all flights against all airlines that we don't even compete against.
You are seriously deluded if you think QANTAS does not compete with other airlines out of Australia just because QANTAS does not operate to other airlines hubs.
On the Europe routes there are a multitude of airlines that QANTAS has to compete with including Malaysian, Emirates, Qatar etc.
Just because QANTAS does not operate SYD-KUL-LHR doesn't mean they do not compete with those airlines that do.
The same with Dubai, QANTAS doesn't operate to Dubai (unless an engine goes bang or they forget to file a flightplan with one of the "stans")
Your logic suggests QANTAS doesn't compete with Emirates.