New book on role-based e-learning (2)

In the book, we talked about different types of rules:

Rules of normal social behaviour

Rules of physics

Rules of engagement within the online role play

Rules defining structure and process of online role play

Social rules are guides and may be broken. Here is a good example when it should. From the angle of corporate training, what has gone wrong in the case of Qantas? Does Qantas actually know that it is upsetting the people who are generating their "bottom-line"?