I believe attaching the names of people like Nathan Myhrvold to this is key. Being associated with him and Intellectual Ventures needs to be seen as an embarrassment. (Think of how people react to Zynga.) Myhrvold's clearly interested in being some sort of public icon of brilliance, given his cooking books, appearance on the Colbert Report, and Intellectual Ventures inclusion in the (not so good) SuperFreakonomics book. Take that away from him.
Or, at least, make the patent trolling stuff such a giant part of his public persona that the other stuff won't override it. So every article prints his name as "Nathan Myhrvold, noted patent troll..."
This isn't a total solution, but we've got to run people's names through the mud who do this. Especially to make the bar higher for scumbags who are considering getting into this line of work. Really make them think about what they're giving up.