Marksmanship is practically the Swiss national sport, they have a nationwide shooting festival every five years with thousands of teams and tens of thousands of individual competitors. Big corporate sponsors, too (including local brewing companies). That said, the Swiss are all about rifle shooting, as it a skill they are expected to nurture as part of the armed forces. They really don't understand American fascination with handguns and seem to view the idea of owning and shooting handguns as puzzling and strange (despite their manufacturing some of the finest handguns around).
Swiss armament is not smoke and mirrors, but the topic does not easily compare to the American RKBA. It's a very different "gun culture" than ours.
And guess what, all of those weapons issued to their citizens by the Swiss government would be considered assault weapons here.