The only way they are damaging Bitcoin's reputation is by creating an illusion that there's some split in Bitcoin's community, so than the media and trolls can pickup on a juicy story how Bitcoin is consumed by some civil war while good altcoins like Ethereum or Iota are going to thrive. Of course it's all just a FUD aimed at newbies to make them drop their BTC/fiat for alts, but it seems like this myth is getting some traction, as every new fork is met with some panic on social platforms, and even some experts believe that Bitcoin's community is fighting within itself instead of focusing on improvements. So, I think we all should ignore discussing forks to kill their publicity, and maybe dump them on exchanges, although I have to admit it's quite annoying to go through the secure process of claiming them every time.