I think steganography is the right idea in general, but it needs to be more clever than the classic text/image-based techniques.
It's also useful in cases where you need to hash to a curve in a way that provably (in the ROM) doesn't have problematic structure. This comes up fairly often: OPRF, Boneh-Boyen short sigs, password-auth key exchanges like SPEKE and PAK, etc. It also was useful in SIKE, before that was broken.
The steganography stuff is the only actually novel contribution of the Elligator paper.
Also yes, SwiftEC is faster than Elligator2 + Brier et al, at least if Jacobi symbols are fast with your parameters/hardware. But you can do something very similar to SwiftEC with Elligator2. This is simpler than SwiftEC and probably still faster, and was published earlier (https://eprint.iacr.org/2020/1513).