I agree that its a fine line to walk, and the animals are to large to be pets. But how many families that are new to showing get that first young, cute, cudly calf in and spend all their time rubbing, huggin, petting, etc. That calf is going to start thinking of the people as its family, and thus interacting with them as if they were another cow. So you have to make them realize you are not a cow, and they can not treat you that way. But you also have to be careful in telling people how to handle this, because if you tell them to not allow it to happen, a lot of people will just start knocking the crap out of them everytime the calf gets remotely close to crossing the line, then you end up with a mad, scared, and resentful calf that is head butting out of anger and fear. To me that is far worse than one who is doing it playfully, though both are dangerous.
I always say treat them gently and with respect, but let them know you are boss. Start with mild punishment like holding their head up, a light jerk on the halter, or a tap on the nose. Slowly increase the severity until they get the point. This way you dont create a resentful animal. Another thing is to never end a session working with one while it has the upperhand. If they are fighting or misbehaving just keep on working until they do what you want, even if it is slight. example If your trying to teach one to lead and they just sull up and wont move, dont get frustrated and quit, keep at it until they take a step, even if it is just one small step!