katiebell, when the 'new' QF timetables were introduced via DXB one advantage was that no longer were both flights arriving in the early hours in LHR. As I suggested at the time to agreement from AFF members such as Princess Fiona (the blessing of Royalty!), in theory offering a choice of arrival times should increase patronage (mind you, if you're in SYD, you have to travel down to MEL to join QF9 while a MEL resident has to travel up to SYD to join QF1.)
I know a small number who are 'wedded' to QF (largely with their company or a government paying) and yet they acknowledge that they don't like DXB much...when I ask, the main reason that they give for not switching to (say) SQ is 'the points.'
Not a good reason in my book, but obviously it remains a popular feature even if airlines such as QF love to 'enhance' such schemes.
I totally agree that on such long haul flights early afternoon arrivals are way preferable because travellers (in this case to London) can catch the Heathrow Express or Tube to their hotel, have a hopefully good night's sleep in a non-moving bed and wake up ready for (if a business trip) the day's meetings or (if a leisure trip) joining the throngs of travellers viewing popular attractions. However many airlines, perhaps because of slot unavailability, maximising aircraft utilisation or the effect at the 'other end' continue to feature 'early morning' arrivals into LHR, SYD or MEL heavily. Of course many QF competitors won't have a majority of passengers who are super long haul (i.e. from or to Oz) while some such as SQ, EK and so on have multiple arrivals and departures a day in airports like LHR.
The solution of AFF members such as the redoubtable drron to only use daytime flights is an excellent one although time constraints, the need to 'connect' to another flight or a train may mean this is impractical every time for all of us.