With Priceline.com Inc. (PCLN) – the name-your-own-price travel-services player – it’s time to either beam up or buy in. Priceline – the online airfare and hotel-booking firm known for its kitschy TV ad campaign that stars “Star Trek” star William Shatner as “The Negotiator” – is an interesting possible profit play, thanks to its strong balance sheet and market muscle in the bargain-hunting end of the travel-services sector, the financial weekly Barron’s says.