Well until the time in his life that he no longer is receiving a company salary and needs to sell his personal shares, the share price is probably not an issue at all. It's like having money in a RRSP/RIF/401k, he can just let it sit there, go to work and earn his check, and then when he gets close to retirement worry about raising the share price.
Until then, it seems he hasn't much incentive to want or need the pps to be higher. Business as usual, and business is apparantly going well, so who needs to raise the stress level worrying about the publicly held portion of the company?
Eventually I think he will just start buying back shares to rid himself of all of us nuisances, lol.
Robert