How Do IT Guys Get Respect and Not Become BOFHs?

An anonymous reader writes "I work for a small software company (around 60 people) as the sole IT guy. It's my first time in a position like this and after about 1.5 years I'm starting to get a bit burned out. I try to be friendly, helpful, and responsive and I get no respect whatsoever. Users tend to be flat-out rude when they have a problem, violate our pretty liberal policies constantly, and expect complex projects to be finished immediately upon requesting them. My knee-jerk reaction is to be a bastard, although I've avoided it up to this point. It's getting harder. For those of you who have been doing this a lot longer, how do you get a reasonable level of respect from your users while not being a jerk?"