Any language that begins with Elf- and features forests is clearly doing their marketing right. "Give me the five second pitch!" "Sympathy for cutesie elf people living in a forest in Sweden". Internet win.
Edit: Ok, never mind. It's definitely a translation thing: "The English name of the vernacular was introduced in Dahl & Koptjevskaja-Tamm (2005)."
Very recent too.
We lost Quenya, except for some obscure academic and literary works, now we look like we'll lose Elfdalia.
a stallion battalion
defending the medallion
war crying in Elfdalian
a charging foe rapscallion