In Geneva you can even buy Swiss knives beyond security !! When I asked the shop assistant how could it possibly be allowed, she replied that according to Swiss Law, you can have a Swiss knive in your possession on board an aircraft. Then, she showed me a list of airlines that do not accept that. So she added "unless you are flying with these.". This list included BA, but not my airline.
Sadly, I have to agree with ph-ndr. It is all a gimick to make people believe they are secure.
Bobdbuilder