Ya know, I think this is what it really comes down to. Hardly anybody would notice a quarter price increase. Or, if they did notice, they wouldn't mind enough to stop buying the product. Just raise the price, don't say anything, and everybody assumes it's inflation and standard life operating procedure.
Having said that, the guy is clearing using this to make a political point, but I think he's making himself look foolish by doing so. If Obamacare caused prices to increase by $3 he'd have a legitimate point, but 25c isn't enough to get all worked up about.
Plus, if he's passing it on, is it really costing him anything?
Plus, if he's paying it, so are his competitors, so where is he losing any market competitive advantage?