Milo hated it as well. So I went with the short burssts - it was usually at at every nappy change, I would put him on his tum for a minute or so after the new nappy was on.

He was also quite happy to be on his tummy, lying on my chest, so we did that.

I also remember that it improved significantly after we saw an osteaopath (for what I thought was an unrealted sleeping/feeding prob) hmm..now I wonder if it was related?