On the other hand, if performance was critical to you then you'd change your code to not allocate memory so much.
This was a problem we ran into with the Streamflow project (http://people.cs.vt.edu/~scschnei/streamflow/). There was no benchmark suite for multithreaded allocators, so we had to pull from HPC benchmark suites, but what's the first optimization many people do when improving an application's performance? Remove dynamic memory allocation.
We were motivated to do our work because of runtimes for multithreaded programming that need to dynamically allocate memory to represent parallel tasks. And I think that motivation remains, but that pain wasn't felt until recently.