It's been around for a few years. Presumably during quieter period when lounge is not full:
Invitation to purchase a lounge access pass
Step away from the hustle and bustle of the airport before your next flight. If you’re a Qantas Frequent Flyer, you may receive an email invitation to purchase a lounge access pass 2 to 5 days before your next flight. It's a terrific opportunity to get a glimpse of some of the benefits you could enjoy if you decide to become a Qantas Club member. Refer to your email invitation for more details and to purchase or see the
terms and conditions.
Please note that invitations are sent at Qantas' absolute and sole discretion. More information can be found on our
FAQs page.