That's not to say premature optimization doesn't exist. Sometimes writing faster code is the difference between using a hash instead of a list. Sometimes it's spending an entire day optimizing a function that's called once. The former is performance aware, the later is premature. It seems as though most would have you believe that they both fall into the "premature" bucket.
It's as though people are using it as an excuse for their personal ignorance and would rather continue to revel in this ignorance than expand what they know. As far as I am concerned these "unimportant tidbits" about performance are gifts that keep giving.
/somewhat offtopic rant