Announce was here: https://discourse.ubuntu.com/t/introducing-architecture-vari... and key point: "Previous benchmarks we have run (where we rebuilt the entire archive for x86-64-v3 57) show that most packages show a slight (around 1%) performance improvement and some packages, mostly those that are somewhat numerical in nature, improve more than that."
Further, maybe it has not been a focus for compiler vendors to generate good code for these higher-level archs if few are using the feature. So Ubuntu's move could improve that.