Is QF the top gouger per pax?

[RooFlyer]

I got sent this press release (opens a PDF): http://www.ideaworkscompany.com/wp-content/uploads/2013/06/Press-Release-78-Ancillary-Revenue-Top-10.pdf.

Table 3 seems to indicate that QF gets more 'Ancillary revenue' per pax than anyone else in the survey! But need care in interpreting .... text says in part:

Qantas and Virgin Atlantic accomplish this task largely through the sale of frequent flier points or miles to program partners

Not sure of the pedigree of the sponsors, either!