All good things must come to an end. The curtain has come down on veteran actor William Shatner's long running role as the Negotiator in the popular Priceline commercials.
Just as Capt. James T. Kirk died in the line of duty, Shatner's Priceline Negotiator has now moved on to his final frontier, the "undiscovered country from whose bourn no traveler returns."
They killed him off, but he died heroically, of course.