DONALD RUMSFELD: Oh, I think that it's -- if you look where the news media is, it's down very low at the polls. If you want to get into public opinion polls, people in that business are right down near the bottom.
JIM LEHRER: Tell me about it.
DONALD RUMSFELD: You know that. Yeah, does it bother you?
JIM LEHRER: (laughter) Hey, I ask the questions here!
This doesn't look like a smackdown to me; this particular exchange seems pretty friendly.
That's because you are looking at it like it was a discussion.
You have to think of it as a sword-fight. Both sides know all the moves, dodges, and attacks, but it's how you orchestrate them that determines the winner.
It's like a chess player saying he got his ass handed to him.