Do you think the average punter would realise though?
That's the issue. Average Joe User doesn't normally care about fare conditions (and wouldn't normally choose a flight that $5 more - even though the $5 extra flight is refundable, but the other flight is fully non-changeable), and isn't going to look for fare conditions to work out whether it credits to a FF scheme.
They are also easily wowed by fully inclusive packages (eg the "add hotel" options, regardless of the value), and even tourism add-ons like a 3 day Disneyland pass, or a 1/2 day tour of the city.
I have many friends like that, and while I can try and let them know some of the potential issues (eg, no refund on a package deal if they have to try and cancel with some online booking places, sometimes able to get hotels or flights cheaper through the native websites, tickets available cheaper through certain other websites), a lot of them tend to see holidays as something you book all together at once.
The Zuji revamp plays directly into this market. Funnily enough, they are also the market that makes Fright Centre so successful...
Somehow I don't think savvy travellers make any online booking site successful, or a travel chain successful - which is a pity really. Most of the travel agents dumb down to the lowest common denominator and actively market towards them.