Priceline may have killed off William Shatner's braggart "Negotiator" character in its television commercials eight months ago (after helping to rescue his fellow passengers, he went down In Flames off a cliff in a tour bus), but it never did kill him off on its website. And now the online travel service is bringing him back from the dead in its latest commercials as well. "No one knows for sure what happened that January day when his tour bus began its plunge, but The Negotiator made it out alive," the company said in a statement on Wednesday that quoted Shatner as saying, "I negotiated my way out of that bus crash and into priceline.com's new commercial. ... There's no limit to the Negotiator's skills." Shatner himself famously negotiated a deal with the company in which he was paid in stock that has reportedly risen ten-fold since he became its spokesman. Shares in the company have risen 4 percent since the company announced Shatner's return from the dead on Wednesday.