You might feel like that mantra puts a lot of pressure on you and makes you feel like a failure when you can't provide the "best" for your baby. Well that isn't the only reason to hate it. The thing is that formula companies love the "breast is best" campaign, precisely because you hate it. They love it because it separates us into two categories (this is important). It pits us against each other: those who are breastfeeding and those who are using formula. Now those who are desperately struggling to breastfeed (and it can be bloody hard, especially at the start) and not getting much support, need to defend their reasons for this struggle (sometimes to themselves and close relatives even) by sticking to the "it's best" mantra, and those who formula feed feel attacked by this message. Now why do you think this benefits those who sell formula?