E-business in Switzerland – Is the pond deep enough?

Freelancing at bitzli.com, I came across thousands of Swiss websites and naturally quite a few businesses online. Now, there is no doubt that e-business in Switzerland has tremendous potential, considering the perfect postal system, trust into financial transactions online, the high level of internet penetration as well as high standard of living. However, I wonder if at a cultural level the Swiss will be capable of connecting online and develop sharing communities besides Facebook, where one had “no choice” but to join at some point? Is the pond of participating Swiss citizens deep enough? Will the Swiss internet finally pick up steam? Never wondered why Blogging is a profession in the US while in Switzerland blogging has almost 0 commercial value? Would it not be ironic for the social internet to fail in this wonderful direct democracy?