The bigger problem for most of is SIN as a hub is well out of reach except for EU-ANZ or immediate ASEAN connections.

I go to Malaysia 10 times a year and with the exception of one NRT-SIN flight it's been easier for to connect via HK or Taipei than doing a two stop connection with SQ (NRT or ICN if SFO flight then connect in SIN again).

OZ has good feed from/to ICN and with EVA now onboard there is no need to go out of your way on tracking through Asia. Not saying the quality on SQ isn't there it is - but is it always worth it to trek all the way to SIN? The ME carriers have shown it isn't for EU-ANZ flights now.

As someone who does go intra-asia a lot (60% of my travel) I would see CX as more centrally located and more viable than SQ. Just my 2 cents; but I know many others who feel the same.