My Ears Hurt

Outfit details// Shirt: LOFT (on sale). Pants: The Limited. Hat: UO. Sunglasses: LOFT. Scarf: LOFT (similar). Bracelets: H&M. Boots: MIA (similar).

We have a tiny problem developing currently as Luke is getting bigger (he's already 10 months! What?!) and navigating his small world. The issue is screaming (as documented 2 pictures above). Whenever I tell him no, it results in a blood-curdling, high pitched squeal that emits in little spurts. The kid is a literal pip-squeak.

Is this normal? Or is my child just becoming spoiled? I have been scouring the internet and mommy forums to see if this scream thing is just a stage or a deeper-rooted beginning of manipulation and game of wits with mama. I understand children test their limits, but I want to nip this behavior in the bud before we have a full-fledged Supernanny intervention (I kid, Luke is a good egg other than the no thing).

We are trying the distraction approach and using a firm "no" which is working somewhat, but he still literally gets red in the face if I take something away from him that he isn't supposed to have and really loves (like ice cream...) 

I am hoping you seasoned mothers can ease my woes and literal headache from the shrieking. A penny for your thoughts, please and thank you!