With respect, Mad Scientist, everyone realises Breast is Best. What many people do not realise is that formula feeding comes with health risks for both mother and baby, and these risks must be weighed against the benefits of formula feeding (such as medication which could not be taken otherwise) in order for an informed decision to be made. I believe focussing on the negatives of FF is exactly what we need to do as the Breast us Best message has not worked to encourage more women to breastfeed.