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So software coming out of Switzerland should be written off completely?

Good question. I don't know. Personally, a company that (1) works on secure encryption and (2) advertises "100% pure Swiss" is a negative signal.

Proton mail does that, not so sure about the negative signal but there is some merit of using a Swiss company as a honeypot.

No, it should be treated as software coming from any other country.

At this point it’s just silly to brand your security product as Swiss made in hopes of looking more legit. In a sense I see it negative, just like some companies brand their products with buzzwords such as AI and blockchain for no good reason other then to look cool. Makes me suspicious.

I think to the swiss market, branding it as 100% swiss is both reasonable, and a positive point. So, not silly.

And for the international market, probably "swiss" is mostly to be understood as "not american/russian/chinese"

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