The prices that are shown initially are the “from” prices, and they assume that you have the Half Fare Card. This because most people in Switzerland have that card. If you do not have that card you pay full price.
If you are going to be spending some money on transportation getting the Half Fare Card may be worth it, as it not only gives you 50% off on public transit, but also on mountain transports, like the Jungfraujoch.