Yeah. Maybe.
They were saying that CBS wasn't even interested in allowing a path of endorsement/revenue.
Although I was giving an option, where CBS, could have just been doing what they had to do. In reality, it wouldn't surprise me if they wouldn't have done/allowed it, anyway.
A bit like when someone makes a nice music video, of their own design (the way the video is done) and music playing/singing, but the song/tune is from a famous band. The video then gets taken down because of copyright infringements.
Which can make one sorry for the upcoming artists big effort, at making that video, only to see it taken down, later.
tl;dr
David vs Goliath