It has only been in the last 100 years or so that breastfeeding in public has become a taboo. And it is in western cultures that are based in Puritanic religions where there is a high degree of modesty (think chastity belts). We need to break free from these Puritanical roots and move forward (or backwards as the case may be) and embrace breastfeeding as an act of child-rearing, not as an immoral or impure act that people feel they must avert their eyes from.