You could, of course. But that would mean that you are effectively not using json anymore. You need to pull the data out of your json on each write, update in two places, and so on. And if you need to delete a json column, what do you do with the other one? You need to delete it also. You are then managing two things.
There is always a trade off. If the column is important enough, then you are right, it should stand on its own, but then you lose the json flexibility. I personally almost always only use jsonb if I know I only care about that overall object as a whole, and rarely need to poke around to find an exact value. As a the grandparent comment mentions, if you do need a particular value, then it might be slower if your JSON records are too different (if you think about it, how can you calculate selectivity stats on a value if you have no idea how wide or different JSON records are?).
There is always a trade off. If the column is important enough, then you are right, it should stand on its own, but then you lose the json flexibility. I personally almost always only use jsonb if I know I only care about that overall object as a whole, and rarely need to poke around to find an exact value. As a the grandparent comment mentions, if you do need a particular value, then it might be slower if your JSON records are too different (if you think about it, how can you calculate selectivity stats on a value if you have no idea how wide or different JSON records are?).