If you've been on Facebook in the past month, there is a pretty good chance you've seen the "Be like Bill" meme.
The meme features a stick figure man in various situations, usually giving advice on how to behave on social media.
The meme has become so popular, it now has its own Facebook page with over 1.4 million likes.
The page is run by Eugeniu Croitoru, a Moldovan man who currently lives in Milan, Italy.
Croitoru also claims to have invented the meme, but as with all things internet, that's difficult to verify.
Croitoru has since recruited his friend Debabrata Nath to help him manage the page. Nath told BuzzFeed about the process of developing new memes:
Most of the content is either curated via user-submissions on the page or done by the two guys managing the page: Eugeniu or myself. We try our best to keep the memes funny or convey a message through them without taking ourselves too seriously. Bill should entertain and make people laugh.
Nath said the reactions to the page have been mostly positive. "Most people tend to take it in the way it should: as a joke and something which is meant to be funny and not taken seriously," he said.
The meme has even spawned imitators like “Sé como José” in Spanish, and has different incarnations in other languages such as Arabic and Malay.
There is also a female counterpart to Bill called Emily, who also passive-aggressively calls out social media behavior.
However, the meme is not without its detractors. Haters have even made their own Facebook page: "Don't be like Bill or Emily."
Commenters on main "Be like Bill" page have also expressed a bit of hate.
Croitoru and and Nath don't seem to be too bothered by the negative comments. "There are the occasional haters and people who don't get it, but that's fine," they said.
They added that Bill isn't going anywhere.
"We're currently planning to roll out a few things that'll feature Bill as the main topic, so expect a lot of interesting announcements soon," they said.