So what, concretely, should Threema have done?
There is so much money here (I live in Switzerland too) that nobody blinks about a million more or less. The idea of "let's make a lot of money and let the tech drag behind while we're expanding our user base" is alien to the Swiss culture I know. Everything is done with eternity in mind. As the popular local saying goes: Anything that can go wrong will go wrong, but we are prepared" (called Mueller's law).
We're 3rd in the nobel prizes by country per capita race, and 2nd in the capita nominal GDP for countries. We do a lot of things very well, taking risks or bluffing is just not one of them.
In my mind, what makes Switzerland not the ideal "secure software" country is the scandals with the phony frontends for crypto companies that are CIA owned, but Swiss branded.
Yes that! Swiss products are expensive, the only "pro" points where trust, quality and integrity. But with those two scandals those point are a thing of the past. Better don't brand your security related software-product as Swiss.
BTW: Not just CIA but BND (the german one) too.
If we consider how more powerful are individual citizens in a direct democracy compared to a representative democracy, the indirect power (of nagging her male relatives and friends, to directly propose laws and vote on them) an average Swiss woman had before the 70s probably still exceeded the direct power (to vote for one of the few pre-approved people once in a few years) an average woman has in any other democracy today.