If you'd really really care about latency and have the resources, wouldn't it be more effective to just go bare metal? Bare metal as in: no OS (talk to the hardware registers directly from code), possibly a custom compiler, use all the relevant instructions that your CPU offers you. Or at the very least mess with the compiler to optimize it more to the specific make/model of the CPU/hardware that it will run on?
What are the considerations in those companies for or against this?