I'm not sure how to post a follow-up question rather than a reply so I'm re-submitting this as a new question:
Many thanks Jim, that helps. I got confused because the subject of the lesson is about adding même and then these two examples don't without any explanation as to why - or perhaps I need to re-visit the basics! So it's because he is talking of/about himself. If he was talking to himself then it would be 'Il aime vraiment parler à lui-même' ? Also, what if he was saying 'He really likes to talk of/about him' ie a third person - what would be the distinction?