If North Korea has nothing to lose with its most recent long-range rocket launch, the regime certainly believes it has nothing to gain by taking heed of international concern. It is provocation writ large, and the big difference this time is that it seems to have worked.
Your average South Korean on the streets of Seoul will be little perturbed. We saw them watch the launch with interest, dismay and resignation, and then turn back to the more pressing concerns of their everyday lives. South Koreans expect North Korea to act like this, and besides which, they can see the bigger picture: these are provocations aimed at the Americans, the Japanese, the wider international community. Not at their fellow Koreans.