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There is only one reason why childhood friend usually lost in romances. And whats important- its same reason why childhood friend rarely decide to be together even in real life... When people grow up together they create specific bond and dont want to lost it. Being in relationship is dangerous, because love is painful and people split up often... If they would ever decide to split up then they would never come back to being friends anymore. Afraid of losing that specific bond is enough to abstain from making step forward. And there is sth else connected to this- boys in shounens and girls in shoujo usually treat their childhood friends more like sister/brother. And its not like they cant fall in love with them- they just need push to do it.
Try to analize Vn adaptations or any romances anime- most childhood friends who win are the one who separate from MC for some years and grow up apart. Thats because reasons i writed above are a lot weaker in this case or even not exist. Its childhood friends who grow up with MC and spend or their life with him rarely wins. And thats why its really unique and special on emotional level to see girls like this winning.
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