Time defeats us all. Surely, though, it is the height of bad taste for the Grim Reaper to come for you during the Super Bowl.
Yet that appears to be the fate awaiting William Shatner, as those nice people at Priceline send him plunging to his apparent death in their latest TV spot.
This is a time for the rending of garments. This is a time for weeping in the streets. This is not a time for a single Star Trek joke.