I think they are referring to the fact that we have seen it all before. My guess is that he is sensing blood in the water with QF and is here to take advantage of that in some yet to be announced but predictably flashy stunt
Smart business. Maybe he has heard that QF are thinking of removing The Spirit of Australia from their aircraft and he is here to establish the dinky di credentials of Virgin Australia...
Now where has he done something like that before???