LtMatt,
I don't think you're wrong about Blacklist's HBAO+ performance. But let's use this as a jumping off point.
In the original TechSpot coverage of Splinter Cell, we see the following performance characteristics at 1920x1080 with HBAO+ enabled vs. disabled:
http://static.techspot.com/articles-info/706/bench/Ultra_02.png
http://static.techspot.com/articles-info/706/bench/Ultra_HBAOoff_02.png
I'm only concerned with the GTX 770, because that's the card I tested here. Performance goes from 70 FPS (HBAO+ on) to 73 FPS (Field AO).
The Radeon 7970 (no 290X, wasn't launched yet) goes from 64 FPS (HBAO+ on) to 78 FPS (HBAO+ Off). Clearly the 7970 is taking a heavier hit at launch. With Field AO, it's the second-fastest card. With HBAO+ On, it's the fifth fastest card. What we care about, in this case, is the % hit. The GTX 770 takes a 4.2% hit from using HBAO+. The 7970 is taking an 18% hit.
Here's what I saw when I benchmarked a fully patched sequence of the game with the latest drivers for both AMD and NV: (V-Sync Off, all details maxed, FXAA). Figures are HBAO+ on vs. Field AO.
GTX 770: 80 FPS / 97.5 FPS.
R9 290X: 94 FPS / 113 FPS.
What this tells us is that the performance characteristics of both video cards have changed. Both cards are far faster than they were in the Tech Spot test. The GTX 770 now gives up 22% performance when AO is enabled, while TS had it logged at 4.2%. But despite that hit, the GTX 770 is now running 14.2% faster than it was previously.
I couldn't benchmark the R9 290X in the original 1.0 version of the game because the 1.0 version BSODs almost immediately upon attempting to play with that GPU installed. What we see in the 1.03 version is that AMD still takes virtually the same size hit on the R9 290X in the 1.03 version as it took on the 1.00 version = about 17%.
The R9 290X's performance in my test is about 46% faster than the 7970 that TechSpot logged. That's significantly larger than the average gap between those two cards, which is typically 28% - 35%. We can therefore conclude that yes, AMD optimized some driver functions that sped the GPU up in other ways. But did AMD specifically optimize the HBAO+ function? I'm aware of no evidence that says they did.
The biggest change related to HBAO+ performance in Splinter Cell: Blacklist is that the GTX 770 appears to take a much larger hit when enabling that mode in 1.03 than it did in 1.0. Obviously this depends on TS's figures being representative of the final game, etc. But what it suggests is that other factors on the *Nvidia* side of the equation were limiting the GTX 770's performance artificially and therefore hiding the penalty of activating HBAO+ in the 1.0 version of the game.
Splinter Cell: Blacklist does not demonstrate that AMD optimized the HBAO+ function.