I wish more programmers and companies would think of that. Everything they do scales milionfold - that includes potential time savings for users as well as wasting coal on doing stupid things like parsing literally millions lines of XML for basic configuration (OSGi, I'm looking at you! Also, news for some, processor cycles cost electricity, which is not unlimited or free.). But I know - incentives, money, optimization, capitalism, Moloch!
Or when the system is designed such that you can scale hardware to decrease run time. Sometimes the choice is between throwing programmer time at a performance problem or throwing hardware at it, and often the economics work out in favor of the latter.
I'll grant that this case may be rare (i.e. most people are optimizing for initial results, not optimizing a large existing machine) but it does happen!