I think this is because now one of the fastest languages
is also safe. Before, the usual options for writing 'performant code' were usually C or C++, and even though modern C++ has better tools for memory management and safety, it was still scary to most people and you could still have some sort of memory bugs.
Now, we also have Rust in the performant side of things, and the guarantee that 'if compiles, it'll work' (aside from logic bugs), is quite a big one. Also, considering how helpful the compiler is, and the mentioned guarantees, more people are enthusiastic about having faster things.