Maybe not the last thing on their mind but there are other considerations, Noise deadening, additional protection from the elements, cost. You can find evidence that cold air kits could provide colder, denser or a higher volume of air to the engine allowing the engine to create more power. These kits that are sold as cold air kits do not have snorkels running up to the top of the vehicle.
It would be interesting to see if there are any legit test that show the effect adding a snorkel has in regards to power gain or loss. I have googled and find people saying this or that but it is just opinions, no actual legit testing.