sounds like my kids.
My 12 year old has no appreciation for "luxuries" in life. He has a tv, video games, toys (3toy boxes), dvd's, ipod, you name it he has it. I take it away and it doesn't matter.
I think maybe what you are looking for in his "attitude" is the "yearn to learn"?
Keep up with the take away and reward system. Only maybe make the rewards easier to get- start small- let him play his "new game" for only 5 minutes when he does something you ask without complaining. Find something small that he has done good (even if it's turning off a light in the room) anything. Once he gets a small taste of the fun he's missing out on he may want to do more to please you.
My daughter is a toughie! She's hard to please and will be happy and content to be sent to her room where she can, will and does destroy her stuff- by writing on it, breaking it or just throwing pieces around. I have cleaned out her room on different occasions, by stuffing ALL her toys in a bag and leaving her only 5 toys to play with. She destroys them, she doesn't get new ones.

we are still trying to figure out what works for her.