If an expensive feature has discoverability problems, it probably doesn't sound awesome from Apple's perspective.

The current CEO of Apple is the former COO, someone well regarded for his prowess in managing Apple's supply chain and determining optimal cost per unit for Apple's products.

If only a small percentage of customers use 3D Touch and 3D Touch adds a substantial cost per unit, I can see why Mr. Cook would disagree with 3D Touch being an awesome addition.

I personally use 3D Touch to open links in new tabs in Safari, but that's only because 3D Touch interferes with the long press gesture.