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More and more people are ditching carrier roaming in favor of travel eSIMs
(www.androidauthority.com)
This is a most excellent place for technology news and articles.
No more so than Switzerland and the former USSR west of the Urals, I suppose.
AFAIK, most of the pan-European plans cover the whole Schengen Area (including Switzerland), and the most of the former USSR boarders aren't all that porous, unlike the NAFTA boarders.