Their website has not prevented me from finding out what this is!
It is hardware. I even found some photos elsewhere: https://www.digitec.ch/en/page/oxocard-learning-to-programme...
I agree with could have been clearer. Had they used Helvetica, instead of a Helvetica derivative, it would have been more obvious this was a Swiss store.
I mean, it was obvious that it was Swiss, it's in the title, but international prices are often shown in USD or €.
Anyway, to me it felt like it could be the result of a slight aversion to discussing money, or a slight glorification of numbers, and I hadn't seen that before.