Breastfeeding "Awareness"?

This gave me a chuckle on the Buy Buy Baby homepage the other day. To celebrate Breastfeeding Awareness Month, let’s cover up! (disclaimer:: I am ALL FOR breastfeeding in public, and I think the decision to cover or not is left to the mother, and it’s a non-issue because even an uncovered breastfeeder shows no more boob than a Victoria’s Secret window ad. Relax, people.)

We just said it WAS breastfeeding awareness month, not that we were participating.