It's branding, people think "swiss" implies trust, when really hosting there is unlikely to offer any better protection than most other european country. The s

It's branding, people think "swiss" implies trust, when really hosting there is unlikely to offer any better protection than most other european country. The same is true of Iceland. Some well-meaning people had good ideas for new laws and lobbied for them. Most of their suggestions never got implemented, but foreign media was fawning over it and didn't correctly indicate that these were just proposals. So now people believe Iceland is some kind of free-speech data haven.