I think there are other reasons why people choose to fly Qantas. If it was purely price then everyone would be on other carriers.
For me it's things like safety, dependability, lounge access, special privileges for upper tier FF members - eg extra luggage, good access to points requested upgrades for paying passengers, going that extra mile for people travelling with small children.
I think too that if rewards/awards were cheaper more people would snap them up so this is one way for qantas to control availability - IE if awards were cheaper there would be even less of them as people would be snapping them up more than they already are.


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