Can't tell.
Only that gives me a feeling that they are also not very interestes into that area. They just make it and " so there is a complete camera ready for the user".
Respectfully, I think you are not distinguishing between hype and effort. Mid-fast normal lenses like 50/1.8 are common and low-cost, and so they are not hyped. But it takes a significant amount of engineering to design and manufacture any lens, and especially to design and manufacture a lens that can be made in quantity at low cost and retain high performance.
I suggest reading the articles in "Nikkor - Thousand and One Nights" that have to do with normal lenses, for example this article on the 50/1.8 compact: https://imaging.nikon.com/imaging/information/story/0060/
to get an idea of the thinking that goes into such a lens design. Of course, if you are interested in lenses, all the articles in the series (over 80 of them) are worth reading. They also cover the 50/2 and a couple of versions of the 50/1.4, and a number of "ordinary" lenses in addition to fast or exotic ones.