It's such a damn secretive firm that everyone knows about. /s
What do you expect them to do, publish on their website all the employees, their wages, their date of birth and middle-high school they've attended, the rent and electricity bill and how much porn they watch every day?
It's so damn funny that people are always attacking facebook about keeping their privacy safe but at the same time, they are so damn curious about others.
Why do they choose Switzerland?
Can't they just register a cryptocurrency firm in the USA or some offshore island near the US,like Bahamas?
Because Switzerland is kind of safe heaven both for your business and for political reasons.
Plus it's a country with strong ties both commercial and banking to the entire EU and it's also good for publicity.
Imagine them starting this in Bahamas, Bermuda or something else, everyone would raise their eyebrows.