Mr. Bungle said:
He's either completely ignorant to the internet meme and mockery of "NOOOOOO" (hard to believe), or yes, he's being a total dick.

I picture it something like this:

GEORGE: Why are all these guys on the internet doing the NOOOO scene?

RICK: (Nervously) Um.... I don't know. Do you want to sue them?

GEORGE: Are they making fun of the scene?

RICK: Uh... no! No! It's just... it's just that the scene was just so powerful and well directed that it's become a pop culture phenomenon.

GEORGE: Oh, like the "I am your father scene."

RICK: Yes, just like that one. Better than that one, even.

GEORGE: Let's put it in Return of the Jedi too, then.

RICK: Oh... OK. Great idea, sir!