Patent trolling isn't a good thing but what's a company to do? You either pay for the right to use or find a work around that doesn't violate the patent(s). It's vague patents that should have never been awarded that mess things up!
The second you see the words: "A U.S. Court... Eastern District of Texas" you know it's Patent Troll central. The same company just filed a new lawsuit against Apple today.
http://virnetx.com/virnetx-files-new-lawsuit-against-apple/
"In its complaint, VirnetX seeks both damages and injunctive relief. The accused products include the iPhone 5, iPod Touch 5th Generation, iPad 4th Generation, iPad mini, and the latest Macintosh computers."
But of course you won't find many people these days having much sympathy for Apple getting stung by a version of the same game they've been playing themselves.
You ask, what's a company to do? How about work to clean up the system, rather than abuse it further? Apple's lameass idea so far has been to abuse the hell of of it, with the idea that if they're the biggest shark in the filthy pool, they can eat all the other sharks. But they don't seem to have considered eventually being eaten themselves by 10,000 smaller piranhas.
So a better question is, what's a company to do when they've fostered a broken patent system that eventually backfires on them and stifles their own ability to create new products along with everyone else? What's any company to do when you can't make virtually anything that doesn't suck or that will not work in some crucial way, because 10,000 patent trolls are waiting to sue the hell out of you if you use the overly-broad concepts and ideas that do work?