Or maybe the Swiss fell to clever sales and marketing. In other words, they got screwed.
This is very very interesting. Now, you see - if LM gets the guillotine in Finland - we are not going to know. That information will probably be secret for 25 years. Some other plane will win; but the public will not know about the other planes. It is all secret stuff.
They didn't though. As already pointed out before the F-35 needs 20% less flight hours, that alone is a huge advantage. Combine that with a 20% weak dollar, then what costs $100 in France costs $60 in the US. We all know that a weak currency helps exports. Even after such a big difference, the 2nd place jet, presumably the Rafale, still managed to be merely $2B less. So the Rafale is definitely cheaper than the F-35 using a neutral currency, it's just that the better exchange rate and better training technologies pushes the advantage over to the F-35.
If Dassault introduces the same or even better simulators than the F-35, the advantage will go back to Rafale even with a 20% weak dollar. The point being if an air force decides that they don't want to lose flight hours for training, meaning they want to test both the F-35 and Rafale for 200 hours per year, then the Rafale will win based on LCC with a small margin. But that wouldn't make sense. The qualification of an F-35 pilot requires 50% less training time, this massive advantage plays a huge part in reducing prices, since the biggest component of the price of a jet is not the unit price but flying hours.