There are many degrees of optimization and clearly there's some cost to bad performance, but Snowflake still has a massive perverse incentive to not spend too much effort on improving performance. If Snowflake is like every software company I've ever been involved with there are many competing projects at any given time and direct revenue impact is a big factor in what gets prioritized.

My own experience with Snowflake absolutely backs up the article's point. At my work we routinely encounter abysmal performance for certain types of queries, due to a flaw on Snowflake's side. We have had numerous talks with them and there is no question that they have an issue, but they have shown absolutely no urgency to fix it. Their recommendation is that we spend more money to work around the problem on their end.