Patent trolls try to force them to settle for nominal amounts to avoid litigation, one example I heard is a troll sending demands to the end users of copy machines "that scan to email" instead of the manufacturers and retailers. At that point it is a numbers game if they get 1% of end users to pay $1000 it adds up. Now that is some of the more egregious (maybe unlawful) examples but it will become more common.
Edit: This is a link to one article about my example (http://arstechnica.com/tech-policy/2013/04/meet-the-nice-guy...) it seems the troll went after small business and demanded $1,000/employee using the scan to email function.