Correct. Power ups post level 30 are basically half as effective, despite costing more.
It's only worthwhile if it's needed to get higher spots in a gym (or if the candy and stardust are in surplus). Right now you're probably better off just bringing everything to 30. However in a few months you'll regret not being inefficient and going over 30 as more players reach 30+ and go above and take out your pokemon.