Somewhere in California a student is having a laugh. His name is Alan Joyce and he holds the Twitter handle @Alanjoyce. A number of people, of whom I am one, wrongly added that name to tweets on the grounding of Qantas (If you’re so proud of taking the “hard decision” how about making one about your pay @alanjoyce ? #qantas).

Fellow tweeps pointed out the error and corrections were quickly posted. I even apologized to Mr @alanjoyce, somewhat pointlessly as the Stanford student understands full well that he does not run an airline any more than the former Hawthorn coach (Alan Joyce) does.
The reason my @alanjoyce tweet got a life of its own was that so many people apparently agreed with the sentiment and retweeted it. Some did not agree but retweeted it too.
My point was this: Alan Joyce made much at his news conference of refusing to shirk the hard decisions in a dispute he says threatens the viability of the airline. Fair enough. But how daft can you be, when fighting what is ostensibly a pay dispute to accept a $2 million a year pay rise, an increase someone calculated at 71 per cent?
You don’t have to be hard left to groan at that one. Ita Buttrose, a seasoned judge of the market and no enemy of big business, tweeted her disappointment with the Qantas board and with the CEO. “Leaders lead by example,” she noted. “Alan Joyce should have said no.”
There are merits to Qantas’s arguments. The airline faces long-term threats to its existence. A former Qantas chief economist recently called for it to be re-nationalised in the face of competitors - Singapore Airlines and Emirates among them - which are at least partly owned and deeply backed by sovereign governments. But those points are hard to explain what the dominant narrative is hypocrisy and insensitivity towards your customers.
Alan Joyce’s hoovering of the cash while standing firm against the claims of staff was just one of two appalling errors of judgement. The second was to offer no public pre-warning at all for the grounding of flights. Unions must give 72 hours notice of industrial action. That gives time for a possible late settlement. It also allows consumers and suppliers to make other plans.
What Joyce launched was a wildcat strike. He implied that giving notice might spark sabotage. Really? Seriously? On what evidence? If you have it, give it to the police.
Whatever his justifications, Mr Joyce should have seen the look on the faces of the two busloads of European tourists pressing their suitcases into the lifts of my Perth hotel last night. Grounded. Disrupted. Bewildered, frustrated and mad as hell. Qantas unions might have been trash-talking the airline in recent times but Mr Joyce has jumped the shark.
Had it given 72 hours notice to travellers, Qantas would have triggered the “national economy” clause to force government intervention under the Fair Work Act anyway. It might have forced a resolution without one flight being lost.
By taking the nuclear option Mr Joyce has got his hearing but may face a different legacy: the national love affair with Qantas has now entered the dark phase of spousal abuse. It will take some healing to recover the trust.
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