If done correctly and tactfully it's doubly reinforcing to teach the dog commands they already know with positive reinforcement. There is a period of confusion. Push through it and the dog will learn how to quickly perform the action to avoid the pressure thus making the action itself rewarding.
Lots of people can't stomach pushing through what you saw. If you stick it out and it's being done right and it sounds like maybe it is (although I'd be using prong collars) within 3 days I promise you you will see the happy puppy again. Only this time the behavior will be much stronger and it will be easier to proof against distraction.