In my experience, it really depends on the factor of the person. Some people prefer it all the time, whereas others prefer it never. My closest high school friend has shown that she prefers I be friendly, but not to show just how much I care all the time because it makes her uncomfortable. On the other hand, I personally feel showing you care is great all the time! If I don't want you to show that you care about me, then that means there's something up that I really don't feel like talking about at the moment, but such a situation is rare these days. So I think it just varies.