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The 72 pillars are families who posses extremely high magical power and some sort of special ability (PoD, immortality etc) compared to the average devil. They cultivated their powers for generations to what they are today.
Maybe in return for an oath of fealty to Maous, they received land and were elevated above other devils (nobility and rank).
Something like how human village leaders became patricians as their cities expanded and in return for serving the king one received rank and title.
If some reborn devil, who hasn't lived for a hundred years yet suddenly receives the same title as your family which they have worked on for maybe thousands of years, you wouldn't be happy right?
It was hinted in the novels several times that devil children can inherit many (if not most) traits of their parents (Zenovia wants Ise kids with dragon aura). The offspring of two strong devils can be expected to grow up strong, while the offspring of two average devils will be average.
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