I have to go with DJ on this one, QF you are over simplifying what the competition is. You are correct in saying Qantas doesn't compete with EK to the Middle East but the reality is the majority of punters don't get off in Dubai. They continue to All points North, South and West including LHR, so competing with QF to the UK. It's the punter's choice to go one or the other. Similarly, EK do fly from SYD to the West Coast of USA, just the long way around so QF would win that competition, but EK is still an alternative, just as CX and CSA are for that matter. Ultimately though QF can't compete, the product just isn't up to it.......