I had to go back to work when DC1 was 6 weeks old, and had to supplement 1 feed a day 5 days a week, as pumping wasn't working (looking back, I had PND, was trying to teach a full day in a very rough school, had 15 mins to pump - it was not going to work.) I could only provide enough EBM for one feed a day, the other one had to be FF (we BF more at night to make up for it). I am sure there is more I could have done, but I didn't have the tools to help me - try asking a HV for help expressing, mine looked at me as if I had asked for a lightly grilled stoat in a bun and told me to use FF.
Anyway, I remember standing in the FF aisle of Tesco, crying, trying to choose a formula. I did choose Aptimil, because the packaging was less cutsey-lovely-baby-bottle, and more medical looking. I also dimly remembered the Milupa brand from when my mum was weaning my DT brother and sister. So that was the one I went with.
Anecdotally, friends who have BF past a few months tend to be the ones whose mothers, sisters, aunts and cousins BF. The friends who used FF whether through choice or perceived necessity tended to use the brand that their families used, at least initially.
The odd thing about the medicalisation of BF - my father trained in Obstetrics in the 1970s. He knew, and insisted to my mother, that breastfeeding was much better than FF. That suggests that maybe the time when medics were convinced that artificial milk was superior was really quite short - maybe 30 years? But that was enough time to derail several generations of breastfeeding, and it seems impossible to reverse the message.