I can totally relate!! My Nikko is the same way. He is so pushy, he doesn't realize not everyone likes to be given a bath by him!!
He is really a sweet boy (maybe its just a boy yorkie thing) and he pretty much wants to lick everyone to death. I feel bad yelling at him about it because he is only being sweet but as you said, not everyone appreciates that. If you find a way of stopping this behavior, let me know because I am totally confused about it myself.