It all sounds so familiar.. Neo is generally so well behaved, but he does go selectively deaf (bless her my Mum said she thinks he's got a problem with his ears, and he's a bit deaf.. funny how he can always hear the fridge door open)
I find the big problem with him is if we don't walk in a loop, then he tracks back over the scent trail we left, and once he's in full pelt there's no getting him to come back. Luckily he always waits for me at the end of the walk!
The other one is if a bitch in season has been walked prior to us walking. Is your boy neutered?
Neo's now 2 and we still keep up the hiding, walking in a different direction etc.. hard when it's the morning walk and we've got to get to work! I think it's something you just have to always keep on top of.
With the treats, start by treating every recall, then only a random 50%, and then reduce further, treating the best ones.. Dogs are like fruit machines, you get better results if they don't know which recall is going to pay out!!!