Many of the successful nudges are things that people don't _want_ to resist, it's just taking frictions away, e.g., organ donation, saving in your 401k, registering to vote, not eating garbage, etc. Stuff people would generally express interest in doing.
I think there might be varying levels of nudges. But yes you're right, people are nudged to do the things they want to as well. Maybe the resentment comes from people being nudged to do what they dont want to e.g. give your credit card information for free trials is almost a universally hated nudge
