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It is NOT the insurance company's job to replace a worn-out roof. That is YOUR responsibility! If a roof on your home is not up to the proven (albeit occasional) stresses of your local environment (including snowfall, winds, volcanic ash, etc.), whether due to quality, design, or wear, I see no reason why the insurer should not modify its indemnity. I will grant you that a decent insurer would allow you to petition for a review based on any verifiable additional information that you, as owner and insured, might be able to present.

The (lesser) dick move is also pitting customers against each other.

Divide et impera. Works with insurance, social security, and third world countries.

Do car insurances pay the full price for crashed old cars? If roofs are designed with a similarly limited expected useful life lower payout would make sense like for cars?