I think he's just envious that the snowman has the Superman insignia on his chest.
"Alfred, they made ten snowmen with Superman's symbol on them! Ten! All I wanted was one with a batsymbol on it. Just one..." And then Alfred gets the boys to make a huge snowman with a batsymbol and a cowl and everything in the front yard for Bruce. Which Bruce yells at them about, because it could ruin his secret identity, but secretly he's all happy inside.
Of course, that's all dependent on the Batman being Bruce.