cli bundle size

[es3n1n]

currently almost nothing from api gets tree-shaked out (because we import stuff from api in cli) and this makes the bundle size too large

pretty sure there's lots of optimizations that can be done

[rexdotsh]

hey this seems fun, would love to work on it!
got some improvements done locally, will send them up in small, reviewable PRs if that's okay. first one's here - #205