Other soft costs, like land acquisition and taxes, still play dominant roles in many projects.[1]
The naive assumption is that solar succeeds when there's lots of sun and it's all just physics.
But these other factors, like, say opportunity costs (the cost of available substitutes), are why you're often better off installing solar in Alaska than Florida.[2]
Theoretical physics are great, but at this point I'd be far more excited about big ideas to deal with the messy economics side of solar generation. An announcement that some sort of "solar council" was going to pursue a national marketing campaign to drive solar adoption would be huge news. Or Elon deciding that strip malls were his new target, to drive installation of solar on every commercially leased roof, which would reap huge efficiencies of scale in local installation costs over residential.
Or, the cheesy TED talk clincher would be: the next big solution isn't always about electrons, sometimes it's about people.
[0] https://www.solarreviews.com/solar-leads/customer-acquisitio...
[1] https://www.nrel.gov/docs/fy17osti/68925.pdf
[2] https://solarpowerrocks.com/solar-basics/how-much-electricit...