For the sixth year running, the Bronx Zoo is offering romantics the chance to name a cockroach after their sweetheart for Valentine’s Day.

It’s a brilliant publicity stunt, of course, because most people have a strong emotional reaction to roaches – and it’s almost never positive.

But, the Bronx Zoo is playing this straight. For real. People are actually supposed to name one of their Madagascar hissing cockroaches after their main squeeze as an honor – and not name one of the bugs after one of their exes as revenge.

There are even some reasons to back up their approach.

Cockroaches are survivors. That’s a positive. And, female roaches are tough and independent. Sexy, right?

And, a lot of stuff cockroaches do out in the wild, like eat rotting plants, is important to people. It seems we need them more than they need us. It’s one of those kinds of relationships. Sounds like this came right out of a Nicholas Sparks novel.