Exactly. If it is a sound financial decision to only have a J lounge, then fine, but own it. Don't pretend it's a lounge merger.
I don't believe they have marketed it as a merger per se. Yes, they're calling it a premium lounge, but their other two merged lounges I would say are a bit more premium compared to what was in the Business part before. They might not have everything that was in the former First part, but they have more than was in the Business part, and that is
Premium, at least comparatively speaking.
Qantas is falling behind in some areas and champagne is one of them. VA is serving champagne in J on domestic flights, including champagne on boarding.
Don't even start me on the non-alcoholic lolly water Qantas have been serving as "ruby cabernet" or something as a beverage on boarding in domestic J.
At the risk of going offtopic, VA is struggling A LOT financially, while Qantas seems to be doing nicely at the moment. I'm not suggesting this is all to do with the fact VA serves Champagne and Qantas serves sparkling, but there's probably something in it. Would I like a glass of Champagne on boarding (domestically), and another in the air? Sure. However what I also want is a profitable airline that is able to continue investing in new technologies, routes, and making smaller steps instead of giant silly leaps in F&B.
I don't think VA is going to fail, it has too many stakeholders pulling the strings for their own benefit. But the race to the top that they seem to be running, is also a race to the bottom in terms of liquidity. I would rather my points were secure, my status safe. I value "Lifetime" even though I'm only a Silver.
Others seem to care more about Salon in the lounge and Krug in the air, but don't care that this might lead to their program being devalued in 5 years and the airline bankrupt in 10. But hey, at least it was a fun ride!