Like all those millions of “shared” MP3s, Apple’s digitized, repaired version of Roessler’s photo escaped into this nascent digital wilderness. There, aided by countless Internet-savvy, image-hungry designers, it traveled far and wide. By 2009, whenever he showed the photo, he heard “we’ve seen it all over the place.” Alarmed, Roessler began working with an agent whose subssequent digging showed that the image had, unbeknownst to him, spread among thousands of blogs and websites, been remixed into cartoons and paintings, shown up on billboards, and become the face of commercial products from off-brand batteries to mouse pads to guitars. Even mainstream clothing companies had picked up the image and used it without requesting permission to use it, paying any licensing fees or providing attribution. “Once I started looking for infringements of my copyright, I found them everywhere,” he says.