In the opening shot in what CBS CEO Les Moonves has declared a “war” with Time Warner Cable over licensing fees, CBS disappeared from the channel lineup in several major markets at midnight on Monday. That blackout lasted only a half-hour, but this afternoon, Time Warner once again pulled CBS from its lineup in New York, Los Angeles and Dallas.

The best either CBS or Time Warner can hope for, it seems, is to come out of the dispute looking less bad than the other.