I've known a few who don't fully appreciate it, generally thin skinned Thoroughbreds. However, just because they don't like it doesn't mean they are allowed to be rude - no head swinging/chomping at the air, no tail swishing, no grumps allowed at all. Take Teal, for example, my bosses' daughter's ex racehorse. Big lad, 17.2, very sensitive around his girth. When he came, he would swing his head, snap the air, loll his tongue (he's a tongue loller), dance about, and swish his tail - that's a big no-no. We compromised, used softer brushes on him, but he is NOT allowed to show that behaviour - we compromise, he compromises. The worst we get out of him is a head nod now - he will stand quiet and still, and has actually realised that it can be kinda nice. We just have to let the younger girls/work experience girls know that he can be a little funky.