Well when you put it like that it does sound silly . . .
Problem is McCain attacked a popular conservative radio talk show host in Ohio, so he started a personal feud with a guy whose own business interest is to have controversy and self-promotion. I hope the talk show host ends up being the bigger man. The problem is when you have a Presidential candidate who needs radio talk show hosts to be bigger men than he is.
Pretty stupid to pick a fight with the guy who controls the microphone. Especially when it won't win him any points to his left anyway.