Max, not sleeping

Max is going through a phase. He's not sleeping. Well, he is sleeping, he's just not sleeping when I want him to. You know, like 8p.m - 8a.m? Or even 9 p.m. to 7 a.m.? Just normal hours? He's been going to sleep between 11p.m. and midnight. Sometimes even later. We used to let him sleep in, thinking it was summer and it didn't really matter. So some mornings he'd sleep until 11 a.m. But lately, this night owl thing has gotten old. Joey and I don't have time for ourselves in the evening, and Max is not staying in his bed. So the last two mornings, we've gotten him up early. Yesterday it was 8:30 (I realize that is not considered early for most people). We thought for sure he'd go right to sleep last night. Nope. Up 'till midnight. This morning we had a playdate at a friend's house, so again we woke him up around 8:30. We had our playdate, went to the grocery store, and then had another playdate at a different friend's house. And went to another grocery store. And then played at home the rest of the afternoon. You'd think he'd be worn out, eh? The photo above was taken during dinner tonight. Does he look tired? It is 9:00 as I write this, and Max is in his bed looking sleepy, but not yet asleep. I told him an extra long story tonight, hoping that would help...