Well, I only partly agree. To be honest (and hopefully someone from Swisscom reads this) customer satisfaction should be their highest priority, not distribution of their (redundant) add-ons.
Amazon Alexa is one of the leaders in SmartHome voice control. So does Google have a product for that. Those assistive technologies are meant to make our life easier. And making access to THEIR product Swisscom TV easier or more convenient is kind of a no-brainer, right? Otherwise we as customers are forced to "cut the cord" and turn towards the smart offerings like Hulu, Netflix, Spotify, etc. which already are "voice enabled" (by Amazon, Google, etc.)
Just imagine Philips coming up with the idea of making their lights "app-only" accessible, just because they like to sell their motion detectors or smart dimmer switches... haha!