I'm only extra cynical because I'm dealing with that right now. As I have many times before, though. It's part and parcel.
The big issue is timing (and latency) - the chip guys are working on long timelines - they're already working on the next chip when the first chip's silicon comes back, their investment and attention is elsewhere, the software guys aren't going to rev up much before real hardware is in their laps, and certainly aren't going to spend any time on that second chip while they're still wrangling the first one - it's not so much a cultural gap between the groups as a gap in time
Earlier in my career, I had a driver that compiled to about 8500 bytes. I noticed the part was spec'd at 16K and wondered if it could get re-spec'd at 8K if I got it down to 8K. Yep and I got mad props from the HW types.
Here is a sample opening at Waymo - https://careers.google.com/jobs/#!t=jo&jid=/waymo/embedded-s...
Sure my experience may be skewed too but there are definitely great jobs with rewarding experiences of shipping tangible products for low level programmers. Not many people get the joy of shipping something your friends and family use and literally say "wow".
I'm in an area where there are relatively few opportunities to do close to the metal work. The ones that do, don't pay any more than backend web developers make. In fact I've come to assume that they can offer less due to either the intrigue of the work, or because you often compete with computer/electrical engineers who aren't expecting outsized developer salaries.
Likewise, while I have loved the skills I've learned in embedded and low-level work, working at an embedded shop has taken a lot of the joy out of the learning. You trade off an inherent rewarding development environment with the realities of developing against hardware, where project cycles are long, you're often dependent on horrible vendor APIs and support, and where everything moves much slower.
The counter to that is the type of work I believe you're describing, which sounds like HFT optimization on Intel. I got into embedded because I wanted to eventually end up there, but again, it's an extremely limited market. And as someone who has indeed dabbled in the Fog optimization manuals, you quickly learn to realize how much the ROI of assembly isn't worth it. The future of speed isn't going to be going lower down the programming stack. It's going to be in new hardware: FPGAs and ASICs, writing RTL for system specific CPUs. And that is highly exciting, though it necessitates a pure programmer has to learn hardware at a deep level as you imply.
As for me, I concur with the statements others are making about using my skillset for security research and reverse engineering. Working in embedded development has bored me to tears, and taken the magic out of learning to love the skills themselves. I'd much prefer to work at a pace that isn't limited by the pace of a cross functional team of software and hardware engineers.
Learn the skills, yes, completely. The knowledge is worth it. But for the love of God, don't get expect to get joy out of working in it.