I think it is best to only respond to proper upset crying, at this age if they know you will come back and cuddle you will never get out of the room! I would talk from the doorway if I were you rather than keep going in (unless distressed), my DD catches on quick that we will not be having any fun when she should be sleeping! My DH normally deals with bedtime so if she wont settle he will go in once and tell her it's time to sleep and then just says "ssh, ssh" from the door, I think she just likes to know we are still around. I'm not sure if things are different at EWs because if they are fresh they just aren't going b2s are they, maybe it is more a case of having them entertain themselves until a reasonable time and hope they are so bored they fall b2s.