I could understand applying this (new) rule to Swiss (who should presumably know better), but to tourists, I find this a bit draconian.
[Back in the 60's, I arrived in Brig (from Milan--I was using a Eurailpass), and the train to Zermat was about to depart, I boarded it--when the conductor came to check tickets he was annoyed that I didn't have one, but since the EP covered the stretch from Brig to Visp, he sold me a ticket for the balance of my journey. Tourists arriving from another country could easily be in a situation similar to mine, and to have to pay a 90SF fine, would sour my vacation as well as my opinion of Switzerland.]