Throwing an exception in Java is a non-trivial expense since the constructor for Throwable populates a stack-trace structure for the current thread. If you're using exceptions as a routine flow-control mechanism, you're incurring that cost too frequently.
Like you said, sure, tune the performance of this new feature because it's part of the standard library and should be reasonably well-tuned. But if people are frequently throwing NPEs, they should consider alternatives such as simple null checks.