I think it is the degree of costliness of the awards that people are crying out for (some people that is) that has caused consternation.
I think people were expecting 200%-300% but 800% for some is the issue.
There are plenty of 50-300% increase fares, especially when booking non-peak and well in advance etc. which is how it should be. Those that want to book peak fares next week, then hell yeah expect 800% because QF is missing out on really big $$$$ for those expensive fares that would probably sell anyway.