Hi,
in my opinion, we should refer to the domain registry as NIC/CH (or nic.ch)
It shouldn't be named SWITCH. SWITCH can operate them as long as they have the mission from the OFCOM/BAKOM (expires 2014?). But the name should be NIC/CH and no mention of any SWITCH services should be made with relation to NIC/CH.
(remember when non SWITCH customer couldn't get ch. domains ?)