The even worse thing is that they undermining the whole ecosystem. Many could think that if this happens to Bitcoin/BCH it could happen to Ethereum, Dash, Monero or others.
Not all are technical and understand what happens. Not all understand that it's a war of egos and some rich people don't care of logic and reasoning.
More than bitcoin, other altcoins may be affected by these forks too, just like you said here. Imagine one gruop will create fork on litecoin blockchain, or in ethereum blockchain. This would create loss of power for both sides, forkers and holders.
We really doubt how long it will take for the things to get normal again.