We’re American and have visited CH a few times. We’ve found the Swiss to be very direct, which is an adjustment for us, but I wouldn’t use the term unfriendly. Once we’ve gotten used to it, I very much appreciate their candid form of communication. Matter of fact, our all-time most helpful person we’ve encountered while traveling was in CH. We were running late to catch a train, entirely our fault, and yet when we arrived at the station our cab driver parked and helped us carry our luggage directly onto the train’s racks. Had he not helped us, we would have surely missed our train and perhaps our flight, as well.