Some places (e.g. around the Aegan) white roofs to mitigate the heat is more the norm. Seems like common sense (and basic physics). I wonder where/why "I'm go

Some places (e.g. around the Aegan) white roofs to mitigate the heat is more the norm. Seems like common sense (and basic physics). I wonder where/why "I'm going to cover my roof with black, tar-based products and complain about the heat" became a best practice for housing (at least in the US).