He must care because he spends a tremendous amount effort and time trying to bamboozle the average Russian into thinking he’s some sort of Rambo. Think of all the photos with his “macho” flabby boobs showing. Think of the propaganda he aims through RT and other “news” outlets. Think of his foreign information aimed at outsiders to convince everyone he’s popular. Think of the journalist he’s had killed. He cares. It’s not all he cares about, but he considers it a contributing factor to his rule. Like any dictator, they want a cult of personality.
Bet his popularity would go up if he offered them a choice of photos of his flabby man boobs or photos of a twit in mom jeans with a girlie helmet riding a little bike.