Remember those OxiClean commercials with the in-your-face pitchman? That was Billy Mays. Mays died years ago, but he’s lived on in meme form. 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.