Conceptualising the quality of higher education as "fitness for purpose" begs the question of "whose purpose"? Thus, understanding who has dominance over Australia's higher education system, and what purpose it is seen to fulfil, is important for ensuring that current quality assurance methods are effective. This paper presents the findings of a discourse analysis conducted to explore the unspoken purpose contained in the documents published by the Australian higher education regulator and quality assurance agency. Through the analysis of the Act, newsletter articles published by the agency, and selected relevant documents, the paper shows that the national system is positioned as an export service industry. The paper highlights some of the implications this has on the methods employed to assure the quality of the national system, including the risk posed to the system by a singularity of purpose, and discusses some of the current conditions which may have led to this state.