Anybody old enough to remember life before cutting the cord has probably seen the work of TV pitchman Billy Mays. But people much younger still know his face and squeaky OxiClean personality. While Mays died years ago, he’s lived on in meme form, from the famous product launches of Apple to more obvious image macros with Impact font. Why? We ask his son Billy Mays III, his biggest frenemy, and a host of others to explain why someone who was squarely in the age of television continues to appear online in strange and provocative ways. It’s the story of an American staple whose consumerist existence belies a personality that, in the end, was surprisingly wholesome.