If you live in the south, it's because people think there isn't good roofing materials that can be lighter colors. Those people are wrong.
But, for example, California is requiring light roofs and other mitigating issues, so there is some progress.
BTW if you do decide to paint your roof (or any other external surface) please use TiO2 paint as the UV from the sun will then cause it to break down pollutants like NOx and greenhouse gases like methane.
I also have a 200 year old stone cottage and when it gets hot it stays hot for a very long time (same for being cold).
In practice, it’s generally better to just have a well insulated house in the first place. (Passivhaus being the attainable ideal.)
My experience was mostly old brick buildings in Dublin (old enough to not be cavity wall) and having all the heat they soaked up during the day radiated back at you at night.
I plan to add retractable awnings over the windows that get a lot of sun at some point too; they can make a big difference.
And, of course, trees! Deciduous trees give you shade in the summer and kindly drop their leaves so you have light in the winter. They're amazing!
It makes totals sense. I also suppose that many people who own single-family houses would not do that, mostly because it looks odd. Looking odd is something that makes people uncomfortable.
When you find a way for a light-colored roof to look cool while also not costing an arm and a leg, people will gladly adopt it. This happened to solar panels when they started to look well and also signal wealth and care of the Earth.