Side note: Please stop using EU and Europe interchangeably, they are not the same thing. 100s of millions of people live on the continent of Europe, but not in the EU.
I'll do that when US people stop using America and Americans to describe themselves.
Yes, disenfranchising hundreds of millions of people on the European continent sure gets those Americans
Why? That's hardly the fault of, say, the Swiss.
I don't disagree with you, but you couldn't really have picked a worst example (short of an an actual EU member country) given how their bilateral treaties with the EU means EU rules apply to do business in non-EU Switzerland.