When I was younger, I was very rough with my dogs, b/c I thought they preferred it. They seemed to enjoy it. Then, one day as I was socializing in PetsMart, a foreign student, who wants a dog but can't take care of one during school, came over to a dog fix. I watched him pet my dog very gently, assuming the dog would push against him to be rougher. Nope. The dog stood there for 10 min., happily getting a light massage.
My lesson, even the roughest dogs like some gentle downtime. When it's cold or after he finishes supper, my dog will initiate wrestle time. When he's ready for bed, he won't play with me, but he will accept some gentle petting. Although he loves to be chased and loves tug, I have found that there is a level of excitement that is too much. And, it varies with the age of the dog, and with each individual.