I am of the midset they don't always have to be happy about what is expected of them, but at the end of the day there are going to be times when they have to do something and growling or snapping because they don't want to is where I draw the line. I drew that same line with my children as well.
There were times when one of my boys went to bed fine and the other one for whatever reason didn't want to ~ I didn't call them both to the living room after making popcorn for them both to celebrate the fact that one popped off about not wanting to go bed. If I had started that it would have been a post bedtime popcorn party in the living room nightly, they would have played me like a fiddle. It was good night, sleep tight, I love you see you in the morning and to bed they went in their own beds. It wouldn't work for everyone I realize that, but it worked for us.
Rio goes totally nuts when she see white socks in motion, to the point of rough, hurtful play and growling, complete foot attacking when she does that she is told Be Nice! & gets removed from the situation immediately ~ people have the right to wear their socks without being attacked by a 4 legged piranha. It's a work in progress,and we just try and remain consistent at all times about it. She is a puppy and we love her and we realize she is learning how to live with us and we are learning how to live with her, but the bottom line is when I want to go to the kitchen in my socks I am going to go to my kitchen in my socks and not be attacked, no matter how fun she thinks it is. The same goes for bedtime, when it's time for bed it's time for bed~ we have a routine and while she might not be thrilled about it one particular night at a certain time upon occasion she needs to Crate Up & Snuggle In and go with the flow like the rest of us.
I am like mellawson 1/2 to 3/4's crazy as well so defintely take what I say with a grain of salt, salt substitute if you have a heart condition
I would try and be consistent with how you handle it when it happens. Eventually he'll make the connection when he does x and you do/ say y he realizes x wasn't as cool as he thought it was and he learns because you did/said y, x's behavior was unacceptable in those specific conditions. We're in the middle of it ourselves ~ going the consistent route and we've had a few stern Be Nice! 's but we can have those and everyone is still able to have/ maintain their dignity. One specific little buggar just has to retract their teeth from our feet to keep hers