Example: There is a patent in the US on ordering food from a menu online. It's held by a NPE (aka, a patent troll), and they charge a fairly high license fee. Some people who offer online ordering to restaurants pay the license fee; others don't. If you don't pay, then you can afford to charge lower prices than your competitors. If you do pay, then it's in your interests to tell everyone you meet about the patent, because every person you tell is someone who now faces triple damages if they opt to use on your your non-paying competitors.

Let me say that again, because it's so crazy: Some companies actually advertise their high prices, because a potential customer just reading their pricing page can thereafter no longer opt for a lower priced competitor without being subject to increased damages.