It is VERY frustrating. He's quite honestly not that cute and yet gets it constantly. I need to be quite firm with him much of the time (likes things just his own way), and we're getting there on teaching him the world doesn't revolve around him - and then EVERYWHERE we go it's 'awwww hello cutie!', 'isn't he so cute!' and so on (in direct contradiction as you can imagine!). Supermarkets, buses, trains, waking, eating, whatever.
He's nearly flipping 5!
He's generally shy but all the eyes / attention / soppy smiles etc at him is obviously quite disconcerting and he often has to put on an act and pretend (imagine people staring at you, makes you think you have to do something, it's pressure). He's always been better in quieter environments and when the spotlight's not on him.
Part rant and part advice-seeking: interested to hear from others who've had or currently have this (so annoying when I'm trying to discipline him and you're getting "awwwww's", dissipating all the hard work!!); and if anyone's had any intriguing thoughts on dealing with it!