It wasn't that long ago that flying from Australia to the US was essentially a two-horse race between Qantas and United. The route has become much more competitive with the addition of V Australia and Delta to the mainland and Jetstar to Hawaii. That latter destination is now getting an additional option from December, with Strategic Airlines flying twice a week from Melbourne and Brisbane.
Strategic's origins is in servicing mining destinations, but it has already expanded into international travel this year with flights to Phuket. Hawaii is obviously a holiday rather than business destination, but landing there opens up the possibility of mainland connections with a bunch of US carriers. It also offers the prospect of dodging LAX. That said, I've never passed through Honolulu myself. If you've got any insights into how good (or bad) its immigration processing is, tell us in the comments.