You realise SQ isn't direct PH-LHR don't you?
In travel industry speak it is.
If you don't change direction (by much), even with a stop, it's direct.
The Qantas PER-LHR is "non-stop" in the jargon.
I've even seen BNE-AKL-LAX quoted as "direct". At least PER-SIN-LHR is almost "great circle direct"!
