Despite The Economist's conviction that Latin is making a comeback, as described in their article from a couple of days ago, I beg to differ. In fact, I believe that the question is not, "Why is Latin making a comeback?" but rather, "Is Latin really making a comeback?"
I'm afraid the answer is, "Not really, no."
Although it would be brilliant if Latin really were making a comeback, The Economist's argument that Latin is becoming more popular can be refuted in two parts: by observing the ancient language's popularity in young people and by analysing just how popular the Latin-based services the newspaper refers to are. I'll also try to attempt to use ideas from behavioural economics to explain why Latin is not making a comeback any time soon.