It's true that network latency is dominator rather than serialization. But low CPU/memory usage is still important for CPU/memory-bound applications. Especially, zero-copy feature is effective to raise maximum throughput.
As for RPC performance, parallelism will be important for high-load systems. It's described at
http://msgpack.wordpress.com/2010/05/08/messagepack-rpc-for-...
On the other hand, some uses serialize/deserialize directly on search engine or caching to pack objects.