I assume this could be useful to shield something in space with extremely specific temperature tolerances. I'm not sure about the suggestion that people are going to paint their roofs with it. People already have the opportunity to paint their roofs with cheap white paint which would provide nearly all the benefits this would, and still choose not to do it.
What we really need is white paint in the summer, black paint in the winter - reversible roofs, if you will. That said, in the desert southwest and many places in the world, white roofs are common. I wish it were more common in the southeast...
This is all known science but getting it cheap enough to be used as roofing is the trick.