because it is kinda cool:
http://web.orange.co.uk/article/quirkies/Valentines_Day_cockroach_treat
A New York zoo is giving lovers the chance to name a cockroach after their partners to mark Valentine's Day.
The Bronx Zoo is exhibiting 58,000 giant Madagascar hissing roaches and is asking for $10 (£6.25) donations in return for naming rights, reports the BBC.
"Flowers wilt. Chocolates melt. Roaches are forever," the zoo quipped.
The brown, iridescent roaches grow up to 3in long. Males hiss at females in courtship rituals.
Zoo spokesman John Calvelli said that about 1,000 names had been bought on the first day of the promotion.
The Wildlife Conservation Society, which runs the Bronx Zoo, suggested a reason for the unusual gift: "Maybe it's in recognition of your one and only's virility, or strength in the face of high radiation."