I think that the point of those disagreeing is being missed. Sure some people love their gimmicks and no doubt this will appeal to a lot of people but the problem lies in the fact that they are deliberately marketing this to make formula feeding seem easy and accessible. Not only that, what if the machine fails and gets is wrong and you end up with a sick baby? We are outsourcing almost everything these days to machines and computers and when that happens there is more room for error. I'd expect that it would have to be cleaned otherwise you run the risk of milk being trapped inside it to fester. If someone doesn't clean it properly or simply can't be bothered (I've seen some grotty coffee machines in my time!) then it defeats the purpose of it being hygenic doesn't it?

MrsCptAwesome, Nestle and all the other companies have that 'line' on their products because they have to, not because they really believe it or advocate for BFing. If women breastfeed they can't make money can they? So it is in their own interests to make formula feeding seem attractive.