That's from too much heat. First thing you should do, is buy some bit cleaner and clean the bits after each use. They'll stay sharp longer.
I wouldn't try sharpening them yourself, but you can get them sharpened. It's not cheap to get spiral bits sharpened (25-50% of the price of new ones) , but carbide tipped bits can be sharpened for usually less than $5. Keep in mind that after sharpening, the diameter will be slightly smaller.