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It must be a metal umlaut (nice phrase), since Max himself pronounces it as if it rhymes with "waffles."
I was actually coming to this thread just to mention the Rofls/Rolfs thing.
When we came up with the character we wanted to do a play on "maximum rofls" (rolls on the floor laughing), then we just stuck an umlaut on it since he's German. The American characters pronounce it "roffles" and Max himself says something between "rroh-fles" and "rrur-fles". But MJ and Adam are in good company - Lon McEachern said "Rolfs" when he mentioned him in the Heinzelmann segment on WSOP.
As an aside, every episode we keep trying to include a joke about Max's private mode of transportation, the "Röflcopter" :-D