I don't think humanity is ready for compassion towards insects yet to be commonplace.
Look, we're talking about a creature that can live for weeks without a head- I don't think cockroaches feel pain or sensory data in anything approximating that of higher life. In fact, their nervous system is so basic, a cheap circuit board can override their motor functions. Yes, this is definitely a species that we should stress out over one day potentially debating philosophy with. /s
That said, I don't think this company really has the right idea. "Graduate-level research early in life" my ass. It's possible that this whole row is an elaborate troll to get people talking (though I doubt it), but I don't think things are going to work out for the company as they'd hope. If they're sincere in their desire to get kids thinking about neuroscience, then I'll give them a point for trying, but overall I think they're sending the wrong message.
Ed: There was another thing I'd like to point out, re:
In general I won't bother people who kill creepy things that enter their home, if all they're doing is killing it quickly and being done with it.
A lot of people use poison sprays to kill unwanted bugs in their houses. I, for one, do- mostly to take out an errant wasp/hornet because I'm somewhat allergic to stinging bugs and don't want to chance a physical solution. These poisons are
neurotoxins that have an overall similar effect (on insects!) as organophosphate neurotoxins like sarin or ricin. Just a little food for thought.