Robotic vacuum cleaner company, iRobot is starting a $10 million advertising campaign  designed to promote its consumer line of robots, the Boston Globe reports. Colin Angle, iRobot chief executive, said the new ads are intended to convince a wider audience that a Roomba is more than just a “cool gadget that was right for these geeks.’’ Robots have steadily improved, said Angle, who declared “the era of robots is upon us.”