I think the point is that it is not much of a sale. It looks like CW is discounted $187, and is still higher than QF's I class base fare. Although with only one daily flight I don't think they need ex-AU sales for premium cabins.
I think that those who can get an O class fare and save AUD 430 off the non-sale fare might beg to differ.
As for the rest, I think that only on FT could a fare reduction by a couple of hundred dollars be whinged about as "not really a sale".