I'm not convinced that lounge numbers are a problem for them. If they were, they wouldn't be doing credit card deals that allowed lounge access. My feeling is that they simply want to commodify everything they can. People want status? Tie it to spend. Want an upgrade? Bid for it. Lounge access? Get a credit card and we'll get a kick back. In the meanwhile, we'll push the prices up where ever we can and cut back the reward seats on any flight that could be popular.
My guess is short term revenue boost at the cost of long term earnings but perhaps their crystal ball is showing increasing demand? As many have said, Qantas is more expensive and Jetstar is, well, Jetstar. That said, I'm booking more with Qantas now. As VA sneaks the prices up, Qantas has become competitive again. There's also an added bonus that Qantas still seem to look after me as a WP. If I apply for an upgrade I generally get it. In addition, my faithful shadow appears to have not held a grudge and loyally sits next to me still.