Yeah because some mothers enjoy sleep deprivation.
The point is, it's not always a choice. It doesn't work for everyone. My first baby woke up every two hours for two years, regardless, and needed to be held and rocked. It is horrible to feel that people think this is happening because you're not getting the routine right. My second baby didn't need all this, and self-settled regardless of being held for naps, and would feed every 3 hours naturally. Mothers do not create these babies that the rules don't fit. You can't rock or hold or feed a baby that does not want it, they will let you know, the same way they will let you know the opposite.
The 3-4 hour thing needs to be balanced with advice that takes into account the reality of establishing breastfeeding - that there will be periods you need to feed much more often and you're not doing it wrong, or not making enough milk if you're pinned to the sofa. I know people who were walking around rocking their crying babies and at their wits end simply because "it's not time to feed them". There needs to be balance.
The way I see it, there is a ton of information out there that fits this mould, there are very few places to encounter advice and experience about cluster feeding, babies that can't be put down etc, and Mumsnet was always one of those places that represented the other side of the coin.