Mine was yesterday and the cervical swab was quite painful -- I thought she had gone ahead and checked my cervix for dialation since I had heard that IS painful, but she had only swabbed. The vaginal swab was definitely internal, but the backend swab was just on the outside and barely tickled.
Then she asked me if I wanted to have my cervix checked and that part wasn't as painful as the swab - just uncomfortable and a bit of pressure (she said LO is really low and I'm dialated 1cm).
Maybe I'm just extra sensitive or she did it wrong - sounds like it wasn't painful for anyone else!