That was sort also the the way I was thinking about it - I get (and like) that it's a plumbing command with lots of controls, but it's presented fore-most by being swift-format.
I apologize for assuming incorrectly, but agree strongly that the more prominent the command, the more polish and ease of use it should have, especially to newcomers. As an existing example, docc is clearly a plumbing command as well, and it's not named swift-docc, which I think was a good choice.