I'm on the gen x / y border as well and I have to say that I think this article means nothing at all.

Before I breastfed, whilst pregnant, I was a little uneasy about it. I knew it was best for my baby, but didn't feel any passion for it and was of the attitude that I'd try it and if it didn't work out, then so be it. I was also a little uneasy as I had the whole "boobs are a sexual object" attitude going on.

It wasn't until I actually started b'feeding and my son was here in my arms, that I realised just how important it really is, on so many levels. I am so passionate about breastfeeding these days, now that I have first hand experience.

In the early days I was also uneasy about b'feeding in public, but once I got the hang of it I'd feed anywhere

So whilst those people in the article may feel uncomfortable about it now, the study is not a good indicator of how they'd feel once they're experiencing / experienced the joy of breastfeeding!