TT,
Filling seats is never a problem if the airline is willing to destroy yield. An incorrect assumption is that a 100% full airplane makes more than say a 90% full airplane. Optimal revenue, from a macro perspective, does not come from selling every single seat in the network. In fact, keeping seats for sale until the last minute is the only way to serve the walk-up fare. These are a very important part of the revenue equation. Sometimes seats go unsold. That's OK.
Look at what happened to Oasis... They did not have a load factor problem. Their flights were constantly full, and it certainly wasn't because their product was amazing. They had a revenue (yield) problem because they could not cover the rising fuel prices in 2008.
I'm glad CX charges a lot for their seats. Not only do we make more money that way, it gives me the occasional opportunity to go places during my very limited time off. I do not think the price inelastic passengers, business travelers, are choosing other carriers. We may very well be losing connecting passengers to other carriers, but I don't think those are worth fussing about.
Keep doing what you're doing CX! It makes sense to me. Now about HKG's inflation and that raise...