"Most people are deficient, and topping up fixes your energy, your mood and your immune system."
Each of those three claims has now been tested in trials large enough to answer it, and each came back close to nothing in people who were not deficient to begin with. Over five years, 2000 IU per day did not lower rates of depression in 18353 adults, did not reduce fractures in 25871, and did not prevent cancer, heart attacks or death in the same group. The running meta-analysis of respiratory infection trials weakened with every update and, at 61589 participants, no longer finds a significant effect. For energy specifically there is almost no trial evidence in healthy people at all: the one placebo-controlled trial of vitamin D for fatigue enrolled 120 young adults who were both tired and genuinely deficient, and half its placebo group improved too. The deficiency half of the belief is also softer than it sounds, because the widely quoted 20 ng/mL line is a population planning figure that was never meant to diagnose an individual.
The gap is not that vitamin D does nothing but that the question has been aimed at the wrong people. Almost everything supplementation is sold for was tested in adults who already had enough, and correcting a real deficiency is a different intervention from adding more on top of a normal level.