Essentially, even if you write in C, reaching higher speeds will involve using "assembly masquerading as C" rather than depending on compiler optimizations.
Also, Snabb uses LuaJIT, which already generated quite tight code, so the performance gap that I suspect some imagine just isn't that wide.
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You can write great C-based systems and avoid assembly if you a) know, always, what your compiler is doing and b) know, always, what your CPU is doing...
Is it possible to get better? yes. Would it count as "normal C"? I would say not really (if we say yes, then CL code on SBCL with huge custom VOPs counts)
Of course it does not apply to everything, you need a few hotspots, but it is quite common: audio/video codecs, scientific computation, games, crypto... And even networking.
I think if you are going to claim that C or C derivatives aren't actually fast and the idea that they are is due to "propaganda" then you should back that up with something concrete, because it goes against a lot of established expertise.