Because the American system (read Groklaw for enlightenment) expects lawyers to zealously advocate for their client. Unlike in jurisdictions like the UK, which (as I like to put it) assumes that "people acting in good faith don't end up in court".
As a result, "loser pays" means that one side (not necessarily the loser!) ends up paying pretty much the ENTIRE bill for the court case. If Bradley was in the UK, he would typically find that, in the normal case, all his victims would be paying him to sue them.
Under those circumstances, of course, he probably wouldn't have much work (not that that would displease him).