We still have this antiquated notion that the more expensive good or service is better, because one gets what one pays for.
(A german doctor once told me a salient difference he noted between germany and switzerland is that if you run into an acquaintance in Aldi in germany, they don't immediately offer an excuse for why they happen to be shopping there that day.)
And to add about Zurich airport, it is indeed very nice but the price of things isn't.