I can see Alan's point.
If a player is looking to put himself about and get physical to stop his opponent then chances are they're going to get more riled up if there's a response in kind. If the original retaliates rather than just shrugging it off then they're only increasing the chances of things ended badly for them, either as the physicality increasing potentially causing an injury or by being reprimanded by the referee. You don't have to 'fight back' to show your resistance to that sort of treatment, you can just carry on regardless showing that you won't be deterred from playing your game in spite of that treatment.
I've seen Messi be on the receiving end of some horrible challenges but more often than not he just sits there, shrugs it off and then wrecks face next time he's got the ball. Let the football do the talking.
I do think it's a bit of a double standard to complain about the nature of the Wheater challenge he whilst at the same time celebrating and encouraging Jota to stand toe to toe with players employing that strategy.
Don't think anybody is encouraging Jota to go out and produce the sort of tackle Wheater did, but showing you won't be bullied and pushed around is fine for me.