Supersonic Swinger
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A big missing mention is the 2003 announcement that Swiss was joining oneworld.
According to Wikipedia, that did not occur because:
"After almost a year of disputes, Swiss was finally accepted into the Oneworld airline alliance, after having been blocked by British Airways, which competes with Swiss on many long-haul routes. On 3 June 2004, Swiss announced its decision not to join Oneworld because they did not want to integrate their current frequent flyer program into British Airways' Executive Club. Furthermore, Swiss thought the relationship was one-sided, where British Airways sapped out the benefits of the airline, but they would get no return."
According to Wikipedia, that did not occur because:
"After almost a year of disputes, Swiss was finally accepted into the Oneworld airline alliance, after having been blocked by British Airways, which competes with Swiss on many long-haul routes. On 3 June 2004, Swiss announced its decision not to join Oneworld because they did not want to integrate their current frequent flyer program into British Airways' Executive Club. Furthermore, Swiss thought the relationship was one-sided, where British Airways sapped out the benefits of the airline, but they would get no return."