If you're right, Apple's doing a wrong marketing out of this OS. Performance would be the first thing I'd market, probably even before their new interface. That's what people want the most out of their machine. Fact is, so far they haven't marketed Yosemite's performance at all, so I'd be surprised they have worked so much in this domain.
It's not. We don't know for sure if performance testing is performed before or after the beta.
My guess is they ran preliminary performance numbers to make sure they didn't totally hose something up, but the full performance analysis has yet to occur.
Yeah, if they're still tweaking the UI/UX, and fixing bugs, they haven't even touched performance yet. It's probably starting from a more solid base, so that's always good, but with things like Airdrop, phone calls, and Handoff, there will be new challenges to face, and new problems to code around for performance.
Also, you don't market something unless there's significant, noticeable improvement over the previous iteration. When they debut new hardware, it's always 1.6x faster, or 3x faster, etc. If Yosemite in its current form is only 1 or 2% faster, then that's not really something to brag about. Besides, for the moment, they want you to focus on other elements like UI, compatibility, expected behaviors, and bugs.