Possibly the worst thing you can do for your lawn. Lets take a big heavy object and and roll it all over grass as it is trying to establish itself from dormancy. Do you see farmers out in there fields after their crop is just popped up and rolling it flat to smooth out the field. As DAQuality Lawns said, NO, NO, No, No, No, No, No. Any lawn company that it promoting this as a service is doing their customer a disservice. It make me mad and upset everytime I see it. It is ok however to roll a lawn when it is seeded to make the seed contact the dirt, but why cause more compaction when most of you guys are already compacting the lawn anyway with your same direction stripes and big z's.