I think in a way, it does hurt their image.
Sure, they own a patent for Vw controlled in a certain manner, but a lot of vapers simply want a device, that works well, out of the box, and for a lot less money.
Such mods exist, and come from China. I understand Evolv could not sue Joyetech until they had a US base of operations, as the other Chinese companies would also be in violation of this patent, but China is China, they even copy cars out there.
Plus, there is Vw US based manufacturers in the USA, they just do not have a big enough market to really hurt Evolv's sales, whereas the RX200 did just that.
I don't know which way the lawsuit will go, but I hope it doesn't end up affecting the end user-us, with higher costs all around.