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It's only partially patriotism. More importantly, I suspect, just a brand that sells well, no matter what you are selling. That said, EPFL/ETH and CERN have done some important things in computer science.

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CERN is an international laboratory which happens to be located on the border between Switzerland and France. I wouldn't call it Swiss.

CERN is made possible by shared European funding, hardly 'Swiss'.

True. And much of the work at ETH is conducted by foreigners, but the marketing association is still there.

And much of the work in the USA is done by foreigners or even outsourced to other countries.;)

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