There's little more than four weeks until March 31 – the final date for making what Qantas calls the "go/no go decision" on whether to commit to the globe-striding Project Sunrise flights, or write them off as flights of fancy.
All signs point in favour of the non-stop flights, following the airline's declaration that it was prepared to hire non-union pilots to take the stick on the ambitious scheme "that our international business needs to maximise its long-term success and defend its competitive position," according to Qantas International CEO Tino La Spina.
Barring a dramatic reversal by Qantas, in around three years from now, passengers will be boarding the inaugural Project Sunrise flights from Sydney and Melbourne to London and New York.
Bypassing traditional stopover hubs such as Singapore and Los Angeles, the fleet of Airbus A350-1000s will carry up to 300 travellers on marathon journeys of up to 20 hours.
The well-heeled will be ensconced in private 'super first class suites' and well-appointed business class seats, with those on tighter budgets settling into premium economy and economy seats which are tipped to see extra width and legroom.
What all passengers will have in common is the fastest way to fly between those distant, other-side-of-the-planet cities.
However, when it comes to time, the most significant benefits of non-stop flights aren't measured by a stopwatch.
Take as an example the Sydney-London 'Kangaroo Route'. Today's flagship QF1 service – flown by an Airbus A380 – notches up almost 23 hours in the air.
Add two more hours spent on the ground in Singapore, with passengers briefly breaking their journey at the airline's business class and first class lounges, and the total travel time of QF1 is close to 25 hours.
Qantas' initial pitch for Project Sunrise called out a saving of 'up to four hours' by skipping Singapore, and allowed 'up to three hours' for travellers bound for New York.
But the real benefits of those direct flights are less about the time shaved off from start to finish, than the fact that all of that time is yours without interruption.
Project Sunrise flights, like Singapore Airlines' non-stop flights to New York, hand you 18-20 hours to divvy up as you like. Work, then dine, then sleep? Sleep, eat, then work and sleep again? It's all about letting you set your own schedule, one where mandatory stop-overs don't get a look in.
This is especially useful if you're following a very specific anti-jetlag timetable for eating and sleeping.
There's another upside on the return leg from London to Sydney, Melbourne or Brisbane. Regular travellers from London or Singapore can attest that this final part of the journey short-changes you on sleep.
With 7-8 hours from wheels-up at Changi to landing in Australia, the window for sleep is at best six hours – and that's six hours in a noisy cabin, on a bed that's never anywhere near as restful and relaxing as the one at home.
A non-stop flight changes that for the better, and there's every chance that with a longer sleep under your belt, you'll arrive feeling not only fresher but with less post-flight fatigue and downtime. That's something which every business traveller and holiday-maker will appreciate.