Swiss Transfer Tickets (from Swiss Rail)

My wife, toddler, and I are traveling by rail from Zurich to Locarno in August. I contacted Swiss Rail to see if they had any special deals for families. They don't. But they recommended the Swiss Transfer Ticket which costs CHF 127,– per person. Here's the explanation they gave:

For your journey to Locarno we recommend you the Swiss Transfer Ticket. The Swiss Transfer Ticket includes one free round trip to anywhere in Switzerland. The trip can either start at the Swiss border (Zürich HB is treated like a Swiss border station) or at any Swiss airport. It is valid for one month. Each trip needs to be completed by the end of the day and has to be as direct as possible.These tickets are the ideal solution if only staying for a brief period (and not moving about), where you just need to get to the destination in order to stay there without interruption.


Fine. Except that the cost for a normal round trip is CHF 114,– per person!

Why do they say it's a "free round trip" if it costs CHF 127,–?
Why would they recommend a ticket that costs CHF 127,– when the normal fare is CHF 114,–? For what advantage are you paying CHF 10,– more?

Am I missing something obvious here?

If anyone has the time and inclination to figure this out, here's the link to Swiss Rail:

Swiss Rail Ticket Shop

How come you didn't just write them back and ask?

I did write them back and am awaiting their answer.

Perhaps you have never had the pleasure of receiving unsatisfactory answers from large bureaucracies. I have. Often. So, given the ambiguity of Swiss Rail's responses so far, I thought I'd mine the experiential lode of Toytown in hopes of clear and concise answers to my clear and concise questions.

Perhaps they recommended it because of the various discounts offered and the fact that children under 15 travel free?

Here is an overview of Swiss rail passes, maybe you can find something more suitable for your trip.

Our daughter is 3 and so travels free in any case.

None of the discounts really apply in the Zürich to Locarno trip.

You're welcome.

I really did mean to write: thanks for your help. Then I got distracted and forgot. So, officially, thanks!

Well, here's the reply from Swiss Rail:

Thank you for your e-mail. (n° CC2315939)

The Swiss Transfer Ticket is not better for your trip. Sorry for our mistake.

We recommand you a simple round trip tickets per person.

And they didn't address my question about why they call it a "free round trip."

Did you write in English?
Because "free" can imply not just "without cost", but also could mean "non-specific/of your own choice" in other languages used in Switzerland.
It's isn't clear, but I'd not be too harsh on them.