Motivated by recent neutron scattering experiments, we derive and study an effective pseudo-dipolar spin-1/2 model for the XY pyrochlore antiferromagnet Er2Ti2O7. While a bond-dependent in-plane exchange anisotropy removes any continuous symmetry, it does lead to a one-parameter `accidental classical degeneracy. This degeneracy is lifted by quantum fluctuations in favor of the non-coplanar spin structure observed experimentally -- a rare experimental instance of quantum order by disorder. A non-Goldstone low-energy mode is present in the excitation spectrum in accordance with inelastic neutron scattering data. Our theory also resolves the puzzle of the experimentally observed continuous ordering transition, absent from previous models.
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