Provide some evidence that Qantas actually sell them.
I don't have those internal figures - but QF Management have made public comments on this issue at events.
Additionally - I'm sure if you look hard enough, you'll find some alliance-related documents that detail the commercial arrangements between Marketing Carriers, Operating Carriers and FF Programs for the crediting/payments of points and SCs.
The Internal Cost? That would be the pittance that appeared in your account when you cancelled a MASA. That small number that everyone complained about was the internal cost. Maybe - but the people that claim it proves it is 'not a shortcut' are trying to make out that all those dollars were coming out of there own pocket. The funds were not, and that is what made them value for money. Good for the customer, but not good for the airline. If it was good, all the other airlines would have followed suit in selling the things.
Ahh - again - not so simple.
QF received exactly what they were asking for the seat in question - plus extra.
The question is whether the "extra" adequately paid for the SC/points earn. I would say yes.
However - to the untrained RM who is NOT loyalty-inclined, the redemption of mASAs was never what was intended nor modelled. ASAs were designed to rip-off points-rich brains-poor FF members who were willing to redeem at a ridiculously low points-value (the pittance you mention). BTW - an ENTIRELY DIFFERENT margin calculation to what QF values points on a Classic Redemption. So the "pittance" you quote is not actually relevant in the context we are talking.
QF themselves termed ASA redemptions at Classic levels as "marginal" - that's where the term came from.
They were less of a shortcut to status than many other cash-based status runs which are still possible.
What they were - was an anomaly that was never modelled by QF and therefore got many panties twisted when they realised that they were being utilised.
Whether QF "needed" to worry about it at all - is a totally different question.
You still needed to burn a ridiculous volume of points to actually achieve much with a mASA.
EDIT: Correction - the one nice thing about mASAs was that their distance calculation was different than that used for Classic Awards.
For example - a SYD-LAX redemption in J was 96K. But as a mASA you could do AKL-SYD-LAX for only 84K.
There were a couple of anomaly sweet-spots that made mASAs attractive for more than just SC earn.