Trying to make web faster, more accessible, cheaper to run, more effective:

• Choosing right tool for the job (ie. serverless, static site generator)
• Reducing network utilization by removal, compression, optimization, minification
• Lazyloading/deferring non critical parts
• Optimizing critical path and assets
• Training about impact 3rd party scripts have on the performance
• Pushing minimalism and simplicity philosophy in the team

... and many more contextual decisions.