The P vs NP question is open but the conditional results are not merely novelties. There are many results that show very weird consequences for having P=NP. So either the nature of computing is utterly bizarre or in fact there are many common problems which are simply impossible to solve exactly in a reasonable amount of time.
You can of course try to find good heuristics that cover some common cases or even approximations of NP hard problems in some cases. There are literally thousands of researchers doing that every day.