The people behind this are conservative politicians. They have done so a lot in the last 20 years or so and keep on trying, but the EU regularly stops their shenanigans.

For the most part the swiss already decided to try to cherry pick as much as possible. They know that if they want to limit movement, then the EU will also limit movement from swiss to other EU countries. And the swiss always disliked that, so they could not go through with it. You can also see that with the UK - they are out of the EU but suddenly want free movement and free trade. Some people can't decide what they want.