At last. Mr M. Baker has hit the nail on the head with an accurate precis of the situation.
Personally, I disagree with the "lousy product", it's definitely not lousy if you mean in-flight service, airport lounges etc., but I do think the pricing strategy at Swiss can be vastly improved, a web-site as good as BA's for European routes might be a good place to start.
And finally, I keep telling myself everyday I arrive for work at the truly "Unique" Flughafen "Lightning can't strike twice, Swiss won't go bankrupt" Blinkered? Maybe, but otherwises it just gets me down.
As we joke at work: we've got the only shopping centre in Switzerland with its own Airport! Have you seen the new Fish and Chip shop, the Macdonalds and Migros? What more does an Englishman need