VA is very active with their marketing though, their campagin of "lie flat coast to coast" has been everywhere.
On my last trip SYD to PER I booked return flexi's and upgraded to J, using two of my comp platinum upgrades.
SYD to PER, aircraft swap to a 737 and on the way back, found myself on the old A330, where more things don't work that do work (from a passenger perspective / interaction).
This was dissapointing, kept reminding myself that I had only paid for an economy seat, don't get to mad, plenty of others in the cabin were not impressed and did not hold back when expressing their views to the cabin crew.
Instead of "lie flat coast to coast", I felt "lied to coast to coast".
VA just don't have the fleet like QF has and can't switch aircraft without negatively impacting customers inflight experience. They also don't have the same number of services scheduled daily, so when an aircraft change takes place, option is not there to wait another two hours and get on the next flight (coast to coast).
Out of my last two return trips SYD to PER, I have only experienced the new J product (lie flat) once, not a very impressive statistic.
As VA grows, hopefully this will change.
One thing is for sure, VA staff are more customer service focused than QF staff.