More efficient means it makes better use of the power generated, but it sounds like best rim dynamo tested was 68% efficient instead of a max of 60% with a hub, which sounds pretty trivial IMHO. The benefit is that it has the ability to spin faster for more power, but at the detriment of more drag. If you don't mind a cut in speed to draw more power for big headlights or charging batteries (e.g. touring), that sounds great, but it's not something I'd be interested in with randonneuring. That article has a pretty big list of disadvantages too - high drag, slippage for speed/conditions, aesthetics, maintenance, and few lights compatible, so Ill pass.
It would be interesting if there were more hub dynamos that didn't have to fit the German standards. I can envision having a system that puts out just the right amount of light for back road randonneuring at night, but could kick in for 2-3x power for urban commutes where I want a lot more than just a small slice of road ahead of me lit up, and wouldn't mind the extra drag for part of a commute.