Fake crying?

Ds will cry so hard his face turns red he stops breathing and no noise comes out. I've learned that most the time if I ignore it he stops in 30 seconds. Usually if it's because I told him no or wouldn't let him do something. But if I'm not holding him 24/7 he keeps at it. Does that sound like "fake crying" like if I ignore him again hell stop? I don't wanna neglect him but I don't want him growing up thinking the second his face screws up I'll drop everything and do whatever he wants.