William Shatner maintains that he did not learn that his iconic Priceline character The Negotiator would be killed off in a new commercial until he was handed The Script for it. "No one was more shocked than I was," he told Advertising Age magazine. He said that "after they picked me up off the floor," Priceline executives explained to him that they wished to focus on the company's fixed-fate services instead of their "name your own price" service that Shatner pitched in commercials. Asked whether Priceline couldn't have simply found a new role for him pitching the fixed-rate service, Shatner told AdAge "you would think ... but they are so imbued with The Passion of getting this message out that they thought the best way to do it was to bite the bullet. Or, in my case, biting the dust."