He's lucky to be alive I reckon.
Ouch !!!!!!!!!!! 
Yesssireee! His FIRST ride day this happened - OMG!
Also TJ - I've seen a post on another forum where a guy removed the rubber on the pillion footpeg, and attached a 'platform' or 'drink bottle base' to it, which the drink esky sat on.
If I happen across the post again, I'll drop it here for you.