Localising the heat
In bulk thermal desalination, energy is spread through the whole water volume and most of it never contributes to a phase change. Interfacial evaporation concentrates absorbed solar energy in a thin layer at the water-air boundary, so a far greater share of the input reaches the molecules that actually leave.
Reviews of the field describe the design problem as one of simultaneous optimisation: broadband light absorption, thermal management that keeps heat at the interface, and mass transport that keeps the interface supplied with water.