Expectation is the entire problem and the only problem.
Most people expect to get something of *high* value, for (almost) nothing.
None of the people complaining here and in other forums explicitly admit to this, even though that is their desire.
It's human nature, if you could get a $10-15k+ J/F ticket for cents on the dollar, of course you would say yes.
If they see someone else getting it, they expect to get it themselves, unconditionally.
They feel
entitled, as if it were a birthright.
Qantas designed their own rules to allow you access to something of high value for nothing, only if you are loyal to them.
If you are not loyal to them, you will not be, and should not be rewarded - as per the rules of their game.
It would be a stupid idea for the unloyal (to Qantas) to believe that they should be treated as equal to the loyal. Not saying they're not thinking that