That's great that pgroll does this, but the heavy lifting for supporting this comes at a huge cost on the application side, IMO.
They can work in parallel for a while until you complete the rollout and call the migration as done.
pgroll (or rather the database triggers that it creates along with the up and down SQL defined in the migration) does the work to ensure that data written by the old applications is visible to the new and vice-versa.
A rollback in pgroll then only requires dropping the schema that contains the new version of the views on the underlying tables and any new versions of columns that were created to support them.