I totally agree that it's like a drug... eventually you'll start getting excited about an request time improvement from 15ms to 10ms by tuning your memcache client library...
Realistically, though, basic client-side optimization (e.g. expires headers, minification and concatenation, unobtrusive javascript) is low-hanging performance fruit that can make a website seem a lot faster with very little work. Since, tuning a database-driven app takes a lot more skill and time, and most people haven't even done the client-side stuff, Google focuses on that.