"Powered by the air that you breathe. Activated by the water that you and I drink!" With those words promoting the massive hit [1] product OxiClean nearly a decade ago, Billy Mays moved from successful pitchman into the ranks of direct response [2] 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 [3] 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.