Surely that depends on what you class as your customer base. If you view your customer base being those that earn points through 3rd parties rather than by flying
Dave
It is quite obvious that the customer base of the FF scheme is ALL members of said scheme. Some earn points largely through CC spend - so be it - QF earns the revenue from these people by selling points to the provider - thus they are fair dinkum customers. Furthermore, their details are marketing gold for advertising, selling of secondary products, market research, etc.
The big change would come if folk
perceived the FF scheme as a means to be rewarded by something
other than a flight or upgrade (discount purchase of a TV for example).
That is probably why the new emphasis on partner earn and reward opportunities - it's taking the beast away from earn and burn from simple flying to a broad marekting and retail entity based on loyalty and rewards for all members whether or not they ever set foot on an aircraft.
You end up with a 4 million customer plus marketing behemoth with increasingly less relevance to flying with the QF name plastered on everything, but with ever diluting brand identity.
It also takes even more pressure off QF to make classic award seats available as they can point to multitudinous means to burn points.
Curiously, it may dilute QF loyalty as the scheme becomes less about the QF core business and takes on a life of its own...
To a degree QF is broadening the scheme so it can be sold as a marketing chimaera of unrivalled magnitude (within Australia), a virtual jumbo shopping mall with fewer jumbo jets!