Yeah, letting your dog lick your face is nasty. I've never admonished my dogs for licking me when I was lying down outside, I just found it funny, but intentionally letting your dog lick your face(especially your mouth) is just disgusting. Their tongues are filthy. You should never seek it, and always clean your face after if they leap up and lick it.
As for the dogs running away, I wouldn't blame them. Those dogs have never known any sort of adversity. They have been treated like puppies all their lives, so they continue to act like them. It makes for very friendly dogs, but useless guard dogs.