I think it is a little bit of an age/phase thing. Around 12 weeks is a gnarly little wonder week and they really start to take more notice of what's happening around them rather than "oooh food, gimme gimme gimme!" as soon as the boobs come out.

I did find with DS at around that age he'd feed better if I waited until he was ready rather than trying to feed him as soon as he woke. It did mean however, that he fell more into a play/feed/sleep pattern but meh, it worked