Robots, cockroaches, and bug peer pressure

What do you get when you mix robots, roaches, and the insects' socialization instincts? According to the New York Times, Lemming-like behavior that encourages the bugs to deny safety-related instincts:

When 16 cockroaches were placed in the arena, they naturally gravitated toward the darker disc, following what the researchers believe is an internal calculation of the amount of light and the number of other roaches, finding comfort in company.

Dr. Halloy then replaced four of the cockroaches with four robots equipped with sensors to measure light and the proximity of other robots. When the robots emulated the real roaches, the group continued to seek the dark and crowded place.

When the four robotic roaches were reprogrammed to prefer the lighter disc, however, the real roaches followed them about 60 percent of the time, in essence deferring their own judgment as the preference grew more popular. (The other 40 percent of the time, the robotic roaches succumbed to peer pressure and headed for the darkest place.)

I am trying to think up some practical applications here ... pest control services that more effectively entice roaches to come out from under stoves and refrigerators?