Presumably the name won't last beyond their first encounter with a marketing company. It's not just a nasty insect--it's one the nastiest of them all, and universally recognized as such. Sure, it sort-of makes sense, in that cockroaches are supposed to survive nuclear war, or whatever, but still...

Also, the ironic/flip attitude towards having a deliberately bad name has been done before.

https://simpsonswiki.com/wiki/Stinking_Fish_Realty