
I think its because most heroines reincarnate come into the story thinking they are entitled to the good fortune the heroines of the original novel has. They think that following the story guarantees the guy or future they want which is why the villainess reincarnate, who is trying to change the story to save their lives, derails everything.
The dynamic usually is the villainess is trying to save their lives while the heroine thinks that they being the star of the show is the only one that matters.

Oh a very interesting theory. I wonder. Maybe the universe of these "novels" tries to rebalance itself. If the villainess becomes the heroine, the original heroine is driven to becoming her opposite. I doubt it's that deep, but it's the only that makes sense to me.
Or a lot of the authors just doesn't know how to write without a "bad" girl character who might've been good in another story.
Although it is strange how awful most of the "novel heroines" in these comics are. I understand if the heroines were dull, flat Mary Sues, but the "heroines" are all really nasty deep down. Apparently whoever wrote these romance protags decided "I'm gonna avoid the Mary Sue cliche by having her be the evil one".
Then the protag in our story, who is supposed to be the real villain, is sweet, kind and lovable because they are girls brought into these novels by their deaths on Earth. So I understand why they're not the villainess character anymore, but how come all the original heroines end up so rotten in these stories.