I still wonder that this is directed so often against breastfeeding.... what does that say?

Again, though, I suppose it comes back to the (mis)use of a single word getting in the way of the issue from either direction. It is hindering the message, so it is ineffective. This doesn't mean that the people it is trying to describe are figments of the social imagination though.
It's also quite emotive. All these things make me stop listening.
This is the crux of it, I think. When people get all emotive and abusive they do not get their points across.
And when people paint those from the opposing side as having emotive, abusive viewpoints, people switch off, even if that perception is entirely unfair.