A huge number of places are not data-driven. Therefore it is difficult to show in anyway that improving service speed will improve ROI.
So even if you are a craftsmen, your colleagues aren't. They will never care, they have no incentive to, because management doesn't care.
I've totally given up with it and I can write fast JS code. I just don't get rewarded for it. In fact it has be a detriment to my career.