Ohhh I know how you feel! When Kai was a pup, I knew he was bright but he'd ignore me when I said "in". I'd offer treats to come in but then I didn't want a dog that was totally dependant on treats so I just showed him that if he didn't come in, it'd be his problem, not mine. I did what you did..and soon enough, he started responding. As for the playing deaf thing in general, when you train, how many times will you allow yourself to repeat the command? I used to find myself saying it two or three times but now, I say it once and enforce it if he doesn't respond the first time. It certainly has made a HUGE difference in Kai.