Kids like it when you set and enforce rules.
No.
They hate it and they hate you for making them do something they don't want to do, or keeping them from doing something they want to do. They don't like it at all.
But it is very much in their interest that you set and enforce proper rules that the child can internalize, because otherwise they won't be able to function as an adult.
It is a sign of the times that the concept that parents look to the long-term interests of their children over their immediate wants must be presented to parents as a self-delusion that the kid that screams "no" really means "yes". The parent's heart bleeds and cries when the child is unhappy, but as adults we must see the world for what it is and not for what we'd like it to be. Parenting built on comforting lies and sustained by a compensatory structure of self-delusion is bound to produce poor outcomes.