The Guardian has a comment from Joe Moran that seems to me to express what a lot of academics think about quality. The linking words are "excellence" and "transparency". There is almost nothing here about how any sort of quality theory might be useful for a university. (Or a PDF file for that matter)

He has got a point obviously. But how to get past this for some sort of conversation?

Still trying to understand the dark side of mode two and other complex issues. But this comment is maybe clearer.