Unfortunately, Wick is the runt from his litter, so he got very little attention from his mom and siblings.
Fortunately, he’s such a snuggle bunny because he values attention and physical contact a lot. He follows and approaches for pets, but prefers cuddles. He will make intermittent, happy grunts when your face is actually planted and snuggling against his face and body. Shockingly, he’ll do this when he’s pet while being carried. He’s prone to falling asleep while carried and pet. It’s a sad origin, but in the end, I’m glad I’m able to provide him with the love he really wanted growing up as a baby.
As you and others have said, it can’t be forced. At the end of the day, I think seeing your rabbit being happy as can be because of the environment you’ve created can make you an ecstatic owner, even if cuddling isn’t involved 
The answers provided in this discussion are for general guideline purposes only. The information is not intended to diagnose or treat your pet. Seek the advice of your veterinarian or a qualified behaviorist.