Unlike some other methods for reducing carbon emissions, which require subsidies to be competitive, massively reducing server infrastructure footprint often improves the absolute economics through radical reductions in OpEx/CapEx for data intensive businesses.
That said, if your goal is reducing expenditures, reducing your carbon footprint is a great cherry on top.
1- Yes, optimizing for lowering this consumption by an app-developer can definitely be an ill-advised endeavor economically (you're saving 0.1-10% of your cost.. by adding a huge investment of time, possibly larger than the application development itself) 2- Optimizing across all deployments, can definitely move the needle, in a very significant way, against the effort required, since you're automatically deployed on 1000-1M places.
It's the same reason library developers (especially system/langugage/heavily-used-libraries) have a very good reason economically (and therefore ecologically as well) to optimize. Competition here is a huge benefit to everyone, including the environment.
If you want to see what real computing energy looks like, look at Bitcoin.