He's aware of it for sure. The thing is, the fan complaining isn't justified. Far from it. You could definitely call it understandable. Star Wars isn't our life's work that George Lucas took from us and screwed up; it's his. So he has license to do whatever the hell he wants...

He maneuvered himself that way out of the gate, ensuring he would have merchandising rights. I don't think there is any getting in the mind of someone as odd as George Lucas.

EDIT: By the by, Promus, your signature is awesome!