Industry Shocked by Death of Billy Mays

"Powered by the air that you breathe. Activated by the water that you and I drink!" With those words promoting the massive hit product OxiClean nearly a decade ago, Billy Mays moved from successful pitchman into the ranks of direct response television's legends. Throughout the next decade, and dozens of hit TV products that grossed more than $1 billion in sales, Mays career skyrocketed, cementing his place not only in DRTV but also in pop culture. Sunday's announcement that Mays, 50, had died at his Tampa home left not only DR industry insiders stunned, but also a nation of fans and customers in mourning.