From SWF's profile in TEW2004: "One of the Big Two in US wrestling, SWF offer the riskier, more edgy product. Run by the famous Eisen family, they were once the dominant force in US wrestling, but have recently faced stiff competition from ultra-rich arch-rivals HGC."
They had a "Sports Entertainment" product but that's obviously well before we saw products as advanced as they are now, so lots of room for wiggle room at the time, which it sounds like they used - being "riskier, more edgy".