Switzerland is in some EU institutions like Schengen.
Thus EU membership has lots of asterixes and grey areas unlike the US which is a federacy the EU is a confederacy (Look at Brexit). Switzerland is somewhat unique in that it's both EU and not EU. Take the UK for instance -- their grey area is "Northern Ireland".
It's almost exactly the full EU freedom of movement. In theory Swiss have to provide priority to Swiss nationals but otherwise there are no restrictions.
It's quite off-puting branding, playing with the flag of a bureaucratic institution like the EU.
If it was about what Europeans create, I would be receptive. Instead, they are promoting whatever is in the European Commission agenda, which is radically different to what I need.
You're being confused by a nasty habit many loyalists to the EU institutions have, of conflating the EU (a political system) with Europe and Europeans (a continent and people).
A good rule of thumb is that if a British person says Europe or European they mean "the continent" and are including Switzerland, Norway, Iceland, Lichtenstein, Vatican City etc, but excluding the UK itself.
If a German/French/Spanish/Italian person says Europe or European, especially if they've been to university, they a very likely to mean the EU and only the EU. These people usually don't consider Switzerland or Britain to the "European" as a consequence.
People outside of Europe always mean the continent and population, including the UK, when they use these terms.
> If a German/French/Spanish/Italian person says Europe or European, especially if they've been to university, they a very likely to mean the EU and only the EU. These people usually don't consider Switzerland or Britain to the "European" as a consequence.
German, been to university. Same for my whole social system. That's absolutely BS what you're saying. Especially German speaking countries have a stronger bond than EU/Europe because of "DACH" and a shared culture (see the anthroposophy discussion recently).
This thread is literally an example of it: the title claims to be "European alternatives" but the author really means the EU. No British firms are listed.
bit of a stretch to say Switzerland isn't European
(and there seem to be zero UK companies)