I've always known that my kelpie doesn't like to be hugged, but there are millions of dog owners who don't realise that most dogs react the same way. In fact most dog owners have no idea how to recognise the signs of stress in their pets (eg drooping ears, licking, averting the owner's gaze). BTW, my dog loves human contact and will hold out her paw, demanding to be touched. She will also press up against my foot. Ideally my dog likes me to place my hand on her at arm's length, preferably where she can see it. The best places are at her side, or on her chest or under her chin. She cringes when someone tries to pat her head.
Another revelation was in relation to the misconception that dog's look guilty when they know they have done something wrong. It's just not true.
Coco, our greyhound from the adoption program used to go nuts, as in totally crazy when I got down on the floor with her and hugged her. It was a game which ended up with her, tongue hanging out, body draped over my chest having a big hug and belly rub. I am sure that if she was a cat she would have purred! But then, Coco was a dog in a million and doted on us without asking. Got loved and responded with love. I don't think there could ever be a canine that could replace her.