Actually what QF doing is very smart financially. From a calendar point of view, QF can say that they provide CR seats everyday on MEL-BNE and it is true. They will meet their press release of "CRs are provided everyday for popular routes".
What QF did not promise is the CR seats in most convenient time of the day, or most direct flight, or exclusively on QF metal only. The customers when searching, they would assume that someone else has taken those CR seats due to popularity (which is false in this case), and were forced to make a choice to picking CR+ seats, or weird times, or JQ, or connections, which suits QF, as they can keep the popular time flights for cash/CR+ bookings.