Many women find that breastfeeding is extremely painful at first. Even if they are given good support and a bad latch is corrected breastfeeding can be still painful. It can take days for the damage caused by a baby latching on badly to heal. The memories of cracked nipples bring tears to my eyes.
Rather than bullying do think that decent pain relief would help mothers establish breastfeeding? Ie. if a mother is scared of the pain of breastfeeding then the offer of gas and air might tempt her. 
Maybe gas and air would not help, but good medical attention for cracked nipples might. I feel its almost misogyny to expect women to breastfeed without doing something about physical pain.