I did look at some papers on this, and one advantage identified for the LEDs is that they seem to sanitize better per mW of output, compared to the 254nm mercury vapor bulbs. The reason is likely that the most effective sanitization wavelength range appears to be somewhere around 270-280nm, and 254nm is outside the optimum area, so the LEDs emitting at 275 or 285nm are a better match. Some numbers I remember seeing suggest a difference of maybe 2-3 times, so the final efficiency is still worse than the mercury vapor lamps, but not very much. Is 30% a realistic efficiency number for classical germicidal lamps? I remember seeing lower numbers. OTOH, with no heat-up time, any application requiring intermittent operation (like water or air filtration based on flow rate) benefits from the LEDs.
Looking at the rate of UVC LED development, efficiency and price, maybe they break through in the next 5-10 years. It's likely this crisis puts extra funding on the UVC LED development.
I found quite different requirements for the energy of killing viruses on surfaces with UVC. One study suggested 9J/m^2 or 14 J/m^2 for killing 90%, or 98% of the viruses, respectively. The latter being 1.4 mJ/cm^2, those pesky 10-20mW UVC LEDs might be appropriate for disinfecting more than just toothbrushes. They are still quite expensive, though; one 10mW LED clearly isn't enough to disinfect large area of surfaces or large volumes of air. But I guess there is a lot of difference based on how much material there is for the light to penetrate; for masks, it's useless, as discussed, because the UVC light would need to penetrate many millimeters of the material. A lot of energy is needed for this, likely damaging the material. Heat works better.
I'm personally looking at using UVC LEDs in disinfecting air after proper HEPA filtration. In this use case, there are no large particles that "shade" the UVC light and protect the viruses from the light.