Switzerland is expensive. But the local average wage is high, and quality/consistency is valued (people are willing to spend, especially for things that are made in / from switzerland, which also keeps money in the economy - in a virtuous cycle). The whole country is run quite well, infrastructure is modern and reliable, health care is good and doesn't bankrupt you, unlike *certain countries*. It doesn't suck at all, it only sucks if you're a visitor from a low wage country.

Now the Swiss aren't proud of their prices, but they're proud of their country when abroad. I guess they don't really brag, but they do talk about how things seem much worse in most countries that they visit.

Americans certainly like to bragsplain their country, admittedly not for cost reasons though.