Because they will not be able to keep their promise. Technologies change, mobile operators appear and disappear, prices change (mobile services are getting cheaper and cheaper), the roaming costs with EU will be abolished sooner or later, inflation/deflation are unpredictable on the long run etc. This “lifetime price” is a pure marketing.
I hope so, but for now I have to pay 3x the price of Swiss only abo
Go-Mo offers unlimited data in Switzerland and EU for 19.95. You can also have a separate eSIM for data outside Switzerland, for example BNE. They offer reasonable prices for the data in the while world.