You are definitely right that there are still challenges around how you structure and re-use JSX components.
However, our primary motivation with CSS-in-JS was to achieve decoupling between different parts of the page when it comes to CSS. I.e. if I change this part of page A, will I break other parts of the page? Or even, will I break something on a completely different page? By scoping styles to components, CSS-in-JS helps avoid these kinds of issues. Of course, it introduces its own complexities.
This is really not an academic concern on a large website with daily commits by developers often from different teams and not necessarily experts in CSS. Only last week I had to fix an issue of this kind.