I seem to recall from various Annual Reports that I received as a shareholder (too many to wade through all of the QF-praising bumpf) that QF regard the Qantas Club as a "profit-centre" rather than a "cost-centre". I also seem to recall something, again, somewhere in the Annual reports, that the Qantas Club *makes* them money, rather than *costs* them money.
I am guessing that the incremental cost of providing these services (given that the amount of p1$$ they buy per year makes it d1rt che@p) is more than outweighed by the fact that a lot of people would choose QF over DJ, in order to get these benefits.
So basically, $10 worth of alcohol in order to get a $200 airfare.
Now for the economics students out there, I will leave it up to you to do the maths, particularly as to how much of that $200 airfare becomes profit, how much if that profit is eaten away by the $10 worth of alcohol is consumed, but please factor into that the other stuff, namely that QF has a huge share of the domestic market (which may have a bearing on incoming tourists, who may not know any better, and decide to go with the biggest carrier).
All too convoluted for this time of the morning, but it is stuff worth thinking about.
Dave