Saul Goodman, played by Bob Odenkirk, is the fast-talking criminal lawyer from Breaking Bad, which premiered in 2008. His catchphrase 'It's all good, man!' is also the origin of his name, and he repeats it whenever a client panics, selling calm like a product. When the prequel series Better Call Saul launched in 2015, the line followed him into a new wave of memes, where creators use it to frame scams, loopholes and wildly overconfident schemes. The joke works because everyone knows Saul is never actually on the level.