This question showed that rotary wing is less efficient than fixed wing, but the answers don't really address why.
Why are rotary wing aircraft less efficient than their fixed-wing counterparts?
It seems to me that the most important thing for efficiency is lift-to-drag ratio, so what makes this ratio much worse in rotary wing? Presumably it can use the same airfoil shape as fixed wing aircraft, so I could imagine a similar lift to drag ratio.