Characters are killed off on TV shows and in movie franchises all the time. But have you ever heard of it happening in a COMMERCIAL? You have now. Priceline.com has killed off WILLIAM SHATNER'S character, the Priceline Negotiator, as part of a new re-branding strategy. But at least he goes out in a blaze of glory. Or, if you want to get technical, an exploding bus.