My advice is that "premature optimization is the root of all evil" in this context is absoulte nonsense.
In my view its all about design - you need to think about concurrency, hotspots, indexing, scaling and usage patterns when you are designing your data schema.
If you don't know what indexes you need and how they need to be configured right off the bat without doing profiling you have already failed.
There are millions of ways to optimize query execution that are all well and good but at the end of the day the data lands where you tell it to.