The fact that they're spelling this Earendil, not Earendel, makes me think this is a direct reference to Tolkien's work. It's pretty weird for dystopian industrial initiatives to be named after characters in a work whose most unambiguous message was that rampant industrialization was ruining the world.

Sounds like a morning star reference (via some obscure Christian texts) which I will draw further towards Lucifer via Latin. Do with this idea as you please.