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Priceline is going to kill William Shatner

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For the past fourteen years — I know, right? — William Shatner has popping up on your television in thirty-second increments to help potential hagglers negotiate the hell out of travel deals for Priceline. However, Priceline recently realized that the negotiation aspect of their business model was the one thing keeping them from being "successful," so they decided to change over to a fixed-price approach. Not a big deal in a vacuum. But their most iconic pitchman is named The Negotiator, so it's time for drastic measures. Hence, Priceline pulling the ultra-smart buzz-stirring and free-advertising-getting move of killing off William Shatner.

In an ad set to start airing Monday:

[T]he Negotiator rescues panicked vacationers from a bus teetering on a bridge's railing.

"Save yourselves — some money," he says, handing his cellphone to a passenger as he and the bus tumble into a dry creek bed. A violent explosion, real and computer-generated, follows.

Because nothing sells travel deals quite like showing a mode of commuter transportation and a beloved entertainment icon blowing up in a fiery inferno!

If nothing else, it frees The Shat up to keep doing whatever-the-fuck these are: