For most Australians, they should really already be booking the QF-coded flights anyway, and supporting Qantas! As pointed out by Princess Fiona, you can't get QF-coded award flights though, so there's a problem there, but for the most part people are paying cash.
I was under the impression awards flights were coded EK on EK metal, not QF codeshares. Whenever looking at BNE-AKL the EK A380 was a EK flight number. It has been that way for quite some time. As for the 'should be booking QF-coded flights'.. we are hugely in the minority. The bulk of seasonal travelers book almost entirely based on a price point.