Agree - its an after-dinner or finish-dinner thing (often offered as an option against a sweet dessert). Many airlines do it. Its just how cheaply its done and/or how well presented. A couple of crackers and a bit of cheese in vacuum sealed plastic I don't think cuts it for international business class, even Trans-Tasman. Just unwrap them, even.
Like I said, Virgin gives you cheese and crackers in sealed container thing on the side in domestic business. If that's what Qantas international aspires to match, I guess they have done it.