There are entire investment funds (like stocks) that feed money for speculative litigation. This money is used to fund Infomercials, studies and sway public opinion in certain areas to help "soften" the jury pools and court districts. The lawyers then shop for a court in that area to take their case. Just like we're seeing after the California court case, it opens the floodgate for additional suits. The lawyers then simply refer to the previous winning verdict. It's a winning formula for the lawyers and the investments funds help fuel it.
