I am yet to read a balanced and accurate journalistic publication by the author of the article in question. I am far from a Qantas apologist, but when it comes to fleet decisions that article has missed one major point - fleet decisions are long-term decisions.
Until the 777-300ER and 777-200LR became available, the models of 777 available were minimal value to Qantas when considering their overall fleet make-up and missions. While the 777-300ER may be desirable now, the long-term expectation from Qantas is that in 5 years time they will be in a better position overall than if they had purchased the 777-300ER a few years ago and taken the short-term gain.
Qantas has a different fleet strategy to SQ, driven by one major difference - the taxation laws under which they each operate. I don't know about EK, but would not be surprised if they operate under similar conditions to SQ. The Singapore government (which also happens to be the major shareholder in SIA) permit accelerated depreciation of their aircraft. This policy was established for the purpose of encouraging the airline to turn over their fleet quickly and they have always held a young fleet as a result. Turning over teh aircraft quickly means fleet decisions can be short-term.
Qantas, on the other hand, has to operate within the taxation and depreciation laws defined by the Australian Government and enforced by the ATO. Qantas has been lobbying for quite some time to be permitted accelerated depreciation of its aircraft fleet to better enable it to compete with foreign carriers whose governments provide them with such a competitive advantage. The term "level playing field" has been bandied around, especially when it comes to SQ operating trans-pacific ex-Australia.
So given the inability to accelerate the depreciation of new aircraft, Qantas has structured its fleet management around long-term ownership of aircraft, with most of the fleet planned for 20+ year operation. So 5 years of not having the most efficient aircraft on a route is not so bad when they consider that for the following 15 years they will be in a very good situation and not having to hold only a fleet of less optimal 777's that were "best of breed" when purchased, but not so "best of breed" when the next generation of aircraft is delivered.
If they were able to have a 5-7 year turn-over of aircraft, then the 777-300ER would have been a good fit. But with a 20+ year expected ownership, it may not be such a good strategy. The 5-7 year window of opportunity of the 777-300ER is ideal for SQ (and probably EK) and I applaud them for making wise decisions based on their requirements and operating conditions. I also believe both Qantas and V Australia have made wise decisions based on their own requirements and long-term operating conditions.
If the author of that article really wants to see Qantas change their fleet strategy, he would join the lobbying for the Australian government to allow accelerated depreciation of new aircraft.