Suffice it to say this announcement could be anything from an imminent done-and-dusted commitment to a strategic play to light a fire under Airbus. I'd be curious what delivery timelines would look like --- we keep hearing about all the routes QF wants to reactivate/launch but doesn't have the frames for, so you'd think delivery timelines would be a material factor.
As for cost, I don't know whether Boeing or Airbus would be more desperate for what's likely to be a relatively modest order. Safe to say either could go low if they really wanted to.
From a passenger experience, J pax should be content either way, PY pax indifferent and just hoping QF fixes the restricted pitch issue regardless of which they go for, and Y is decidedly worse on the 787.
I doubt the Board or QF management care much about the latter. Most airlines get away with it, and that's even before we consider the protectionism afforded to Qantas, though such protectionism helps ensure QF can continue to command a premium without providing a commensurate level of service.
That said, I have an upcoming trip to Hawaii in Y. Had my options been a QF 787 or HA 330, you can bet I'd have gone for HA even if QF wasn't charging more. For the vast majority in the back, the 9-abreast 787 is just not a pleasant experience no matter how you slice it or who you fly.