Many people seem to have this overly reductive take on performance in which you 1) wait until someone complains and 2) if someone does complain the problem will be readily identified by a hotspot and will be easy to fix. The idea is why spent time optimizing things that no one cares about? Usually there are some ROI and "root of all evil" arguments go along with this and perhaps some other unexamined phrases from 00s agile.

The problem is, sometimes profilers don't identity anything in particular or unwinding things to a point where they can be fixed is actually very har. A more realistic ROI argument should include this as it is a real problem.

I think code should be reasonably fast out of the box. I'm not suggesting vectorizing everything or even taking extreme steps to avoid allocations, etc. Rather, if an algorithm can easily be O(N), don't dumbly implement an O(N^2) or O(N^24) version. If O(1) is possible, do that unless you know the numbers are going to be very small. Don't make 500 DB calls when one will do and finally, don't program by unexamined phrases - particularly those than include "evil" or "harmful" or other such adjectives.