Oh yeah, most of them hate it at first...scrape their face on the ground and try to get it off with their feet. Eventually they get used to it, though, if you use it every time with the leash.
The dog whisperer stuff really isn't news to people that understand dog behavior. Actually, puppies act a lot like children. It's important for the handler/parent to be the one in control, showing how to do something, giving clear instruction and praise, and correcting a bad behavior until the puppy/child knows it's "this way or the highway." A lot of dog owners don't realize they're rewarding bad behavior, or they say "No!" or "Bad!" one time instead of taking the time to show the good behavior, which just teaches the dog that it can get away with whatever it wants. Anyone that has a well-trained dog will tell you that a lot of repetition is involved.
A good book for dog owners:
http://www.amazon.com/Art-Raising-Pu...e=UTF8&s=books
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