Even if Russ managed to serve someone properly, it's doubtful they would settle. Big companies like Coca-Cola and others will spend large sums of money to fight frivolous suits so they don't get a reputation of paying out for frivolous suits. Russ wants the people he sues to settle, he thinks they'll be so intimidated by the amount he's asking for damages they'll grant his demands. Of course, people like Taylor Swift and Ariana Grande can afford to go nuclear on him if he actually managed to serve them one of his multimillion dollar suits. If he actually managed to serve Taylor, if they didn't just get the suit dismissed with prejudice, they might countersue, because they might want to make an example of him so other idiots don't get ideas.