Yes, but what is the long term damage to the brand as a result of such extreme action?
Particularly coming up on the Christmas period, QF's actions have put Virgin at a distinct advantage.
In my opinion, it is worse for the "brand" if you don't know what is going to happen, if you don't know what to tell your customers, if you tell customers one thing, and because of union action, you can't deliver. A defninte yes or a definite no is better than maybe. Who wants to be stranded at an airport, not knowing whether your flight will take off? Or even worse, comleting 1 leg of the flight, with transfer flight cancelled...
I had some relatives flying BA during one of their periodic union / labor issues and the volcano in Iceland. They understand the volcano, and sympathize with the airline. A flight cancelled because of a strike? That is more infuriating, and damages the reputation more, IMO...