Problem is companies don't care about making their games efficient, they care about keeping production costs down

As long as it's efficient enough to run on medium settings on the average consumer's machine they won't put any more resources towards improving it

Optimising them requires expensive developer time that probably won't affect their sales proportionally (realistically do most people really not buy games just because they can't run them on max settings?) And they've already got the eye candy for their trailers that consumers can technically achieve so they don't bother