We can only hope that William Shatner is okay.
In January it was "William Shatner's 'Priceline Negotiator' to die":
Priceline sends Shatner off a bridge
Here's the fiery bus crash.
But wait! July 5:
William Shatner, The Negotiator, Returns To Priceline Ads (VIDEO)
Maybe the stock can prove as resilient, here's the press release.