The problem is that AAA studios have entire teams dedicated to optimization, and that makes it harder to brag about, I bet their goals are something like "Implement X tech" instead of "gain average 5FPS on all hardware", which is why I understand why some indie developers do it. I think optimization should be expected as a natural part of development, and when we ask for it, it should be understood as not needing brand new hardware to run something that isn't that impressive.