I'm not sure if SHA-3 has a design goal of being fast. My understanding is that, if your using it for encryption, for example password storage, you want it to be slow. This helps with brute force attacks, particularly if someone gets ahold of your database full of password hashes and can unleash as many calculations as they want. Because the SHA family has typically been fast, they are considered bad candidates for passwords. My quick Google foo doesn't turn up the goals of the competition, but I'm guessing being fast might be a negative.