Yitro: Good Advice from the Shver

Yitro is the shver, the chotain, the father-in-law of Moses, and he is also a Midianite priest. Within the first 15 verses this relationship to Moses is reiterated 10 times. Yitro is positioned in Torah as having a far greater influence on Moses, as he leads the Israelite people into the lands out of Egypt, than his own father. But one wonders, as with all repetitions, why this aspect of their relationship is so stressed. Why isn’t Yitro merely introduced as the father-in-law and then named in subsequent verses?