corellian77 said:

Is he completely oblivious to the demand, or just that entrenched in preserving his ego?

He's probably aware of it at a completely academic level but I doubt he "gets it" or can relate to it in any way. Maybe if you're not rich, these goofy little simple pleasures become abnormally important, in a way that's hard to explain. Although he sure seems to like diet Coke, it would be interesting if he could never have it. No more diet Coke for you beardy, only cherry Fanta from now on!