QF flights direct to LHR from PER are doing very well, with people travelling to PER to join. Turns a trip with two long-haul international segments into a domestic plus single (very) long haul deal, and that's attractive to a lot of people. And getting to BNE or ADL is a lot less hassle for people in both MEL and SYD.

That said, it still sounds a big gamble. I know AY does very good business in Oz considering it doesn't fly here, but I wonder if a lot of that is older flyers who find their current J fares more than competitive.