I am a member of another BFing group and have all their leaflets, including LLL leaflets! It isn't hunger as even after 7 hours he just wants a snack, he's not really hungry.
Although, this quote from The Times newspaper I found has helped:
Ahhhhh, so sleeping through is a national obsession because "the oldies" (she said with humourous intent) have more money than... I'll leave it at energy. But the article then raves about control crying. If that's the only way to do it then I'll keep waking up!:
But in this era of thirty and forty something working parents with more money than energy, help is at hand in the form of a new and booming sleep industry.

