I think it should be a temporary prestige hit scaled based on the cost of the initial war goal. The fact that you get infamy when starting a diplomatic play or adding a war goal regardless of whether you enforce it already creates a cost to starting a diplomatic play, making it so backing down from a play automatically enforces a war goal of the target's choice is overkill, especially because that war goal could be absolutely anything, even ceding a whole state or releasing a subject. This is particularly annoying with annex subject plays where any time you want to annex a subject even with low liberty desire you risk starting a diplomatic play that might result in significant consequences if you back down from it.
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