I recall having heard once that something like a quarter of players consider a Villain to be their "main." And, yes, it's not that hard for a VIP type to make a Rogue out of a Villain and go pretty much wherever they want from there, it is one more hurdle. I think it's worth trying to organize events for them, too--something Call to Action worthy, maybe? (If nothing else, it would be a change of pace to have a "What's ours is OURS!" event.)