It&#x27;s branding, people think &quot;swiss&quot; implies trust, when really hosting there is unlikely to offer any better protection than most other european country.<p>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&#x27;t correctly indicate that these were just proposals. So now people believe Iceland is some kind of free-speech data haven.