Qantas announced its order for the A3XX on Nov 29th 2000
...which was on James Strong's watch, despite most people thinking it was a Dixon decision. At the time, as the order also included A330s, the decision would have seemed rational. However, seven years later, still no A380s delivered, it wasn't turning out so well.
Interesting to note:
After EK and SQ, Qantas has the third largest A380 fleet in service.
Qantas has the world's smallest 777 fleet in service.
I think the ramifications of this have been done to death here over the years.