The Swiss being against the EU is obvious, they have a hell of a lot more to lose than gain by membership. They aren't Greece, Italy, Spain who would get cheaper loans if they joined, they largely have access to the markets already through trade agreements, they currently run a very responsible fiscal policy and so on.
There is no reason for a country to join the EU when there is nothing for them to gain. Germany gained a huge export market, Italy, Spain, Greece, and so on gained the ability to borrow money as if they were running responsible, conservative budgets and a positive trade balance.