Does this work well for you, encouraging them to scream? I am wondering how it works when you are out somewhere and they start and you tell them no? When you don't have the luxury of letting them go at it for 10 minutes (god bless you, I couldn't last that long.) I'm not sure how to stop something like this - only to nip it in the bud when it starts. A parents reaction will set the tone the first 1 - 2 times it happens, and I believe it can be stopped at that point with firm guidance and discipline (no hitting!)