Software developers tend to only focus on application performance when they are near code completion and the business users have complained that the application is too slow. Even if the application meets all of the requirements, it will receive a large amount of criticism and may potentially be scrapped. Sometimes the proposed solution is to add more hardware, but a system that can't handle 3 concurrent users is not going to scale effectively to 3000 users by multiplying the hardware by 1000 times.
Unfortunately, when the team finally starts to look at performance problems, the project delivery deadline has usually passed, so there is enormous pressure to look for the silver bullet fix. This hunt may go on for months with no results.