This is not true. It's up to the local canton to grant citizenship[1]. It has noting to do with EU vs non-EU either. Switzerland itself is not actually part of the EU[2]. For someone who visits so often, it seems odd that you don't know that. In fact even in the video in your link says that the same committee that rejected this person's citizenship awarded it to a Turkish individual and Turkey is not part of the EU.
>"Do not have world conquering ambitions"
Yes in the majority of the world this is actually considered quite normal and acceptable. Many would even say "preferable."
[1] https://www.swissinfo.ch/eng/becoming-a-citizen/29288376
[2] https://europa.eu/european-union/about-eu/countries/member-c...