After years of dedicated service, William Shatner's Priceline Negotiator persona was killed off in the travel website's Super Bowl 2012 commercial. Don't tell any Trekkies, but those ads might've made him more famous today than his role as the famed Captain Kirk (and certainly more famous than during his 'T.J. Hooker' days.)

So how does the man who's brought travel savings to so many go out?

In a selfless act, Mr. Negotiator makes sure all the vacationers on a crashed tour bus are able to get off the vehicle before it tumbles into a ravine. Unfortunately there isn't enough time for him to save himself, too, and from what we saw he met his end.

Are you going to miss Shatner's kitschy character now that he's gone? Or maybe the Priceline Negotiator will find a way to come back. Or, better yet, he'll get all the angels in heaven deals on their travel expenses.