By making the association with cockroaches so explicit, they're placing a bet:

  *People will change their perceptions and "cockroach" will assume a new meaning. Instead of "something disgusting and negative", people will associate the word with "something resilient and positive".*

It's a tough bet to place. We've been around cockroaches for millions of years, and the roots of the disgust are deeply biological (HW, not just SW).

Will the masses shift their mental model, for this company?