Well thats the other side of the coin isnt it, graphics companys and engine creators create all these new fangled things that make games that little bit better (most of the time) like tress fx, lighting, shading, fine detail hell now we even have makes grass act real effects from nvidia.
People wanna turn that stuff on to see all the shineys, but then are shocked when they cause a performance hit like all those effects are somehow free.
Tress FX was probably the least taxing of all of them, and worked on Nvidia very well after a patch. And it was awesome too. How many other games used it? none AFAIK.
Things like that are not the problem. The problem is lack of time. Coding a half decent game can take years, and by the time it launches it's already outdated (see also Fallout 4, which takes a very long time to code due to all of the quests and tiny nuances that need to be coded in). Bethesda slapped on the Gamedoesn'twork after it was launched and it shows.
If for example Nvidia slowed down launching GPUs then devs would not have faster hardware to excuse sloppy code. Now yeah, I'm not going to be too hard on them because they do what they can in the timescale provided to them. Most game devs now are working under a corporation so are being pushed like crazy to get the games out there.
However, let me use an example here. Dead Island. It initially launched looking incredible (the graphics, gameplay was like a B movie, I loved it, others hated it). Any way, game play aside the game looked utterly stunning when it launched and was very easy to run. Then recently they udpated it with bang up to date graphics that are, at times, breathtaking and again, pish easy to run.
So it can be done. However, they've obviously had lots of time working on it to make it run like that, and I feel the issue is compounded by the fact that hardware moves on at five hundred miles an hour.
I can safely say though that 1. It's one of the best looking games I own and B. It flies along regardless of what GPU I feed it.