Excitement all around! People just express it differently. And maybe some don't really know what exactly it is that they're supposed to be excited about.
Yes, they've totally self-declared their city "capital of Scandinavia". In current times that title is held by Stockholm, also totally self-declared for branding purposes. And as I understand it that self-declaration irks some Oslo and Copenhagen residents a little bit, since Stockholm doesn't really have any objective credentials to the claim of being the capital of the three countries. But in our new world Mora is such a "megacity" that it can call itself anything short of "capital of the world" and not many will object. :P