I've seen a lot of people damage parts from using too much force when all they needed to do was apply an impact load to free a frozen part. It's the hammering that
loosens the hub if you kept tightening the puller without
Hammering you would just strip the puller bolt or break
the puller bolt.

If you use too much force to push a frozen shaft it can
Expand into the hub you are trying to remove the shaft
From and you would need to drill the shaft out.

Cheers
Max.