Why should it need to be challenged? It's not about 'hiding away', it's about picking appropriate places.
I think it's ok to bf, for eg, in a cafe/restaurant and all visitors should just not look if it's not for them. That's where people go to eat/feed after all! But to do it in a menswear dept, in a clothing store, is just about the mother's need and her wants, not the wants/needs of the baby. I'm thinking of my brother, aged 45, who really would not feel comfortable buying a suit/shirt whilst a woman was breastfeeding right next to him!!!! And why should he?
I loved the breastfeeding room in our local Marks. I really enjoyed the quiet down time I got in there, just bonding with my baby. I didn't feel the need to go 'HEY LOOK AT ME I'M BREASTFEEDING ANYONE GOT AN ISSUE WITH THAT' whilst sitting in the middle of the clothing store. If it's really about the benefits to the baby, why would anyone have an issue using a beautifully provided room? I'll say it again, time and a place!
Swimming pool..well, babies can only manage 15 mins at a time, they get cold. So why would you have to feed them poolside?? Surely you can time it so that you can do your feed in the changing room discretely, or in your car afterwards? Your arguments are all, why shouldn't I be able to do it where the hell I like??? Well, because not everyone is comfortable watching women breastfeed. Is that not a person's right?
I come back to the cafe/restaurant argument. There, tough! People feed, including babies. So if you don't like it, don't look. But I do find it annoying that some (not all) breastfeeding women seem to want to make a huge statement about their right to breastfeed wherever the hell they want to, regardless of whether it may be appropriate or not.
I'm just being honest. I enjoyed my breastfeeding, but never felt the need to do it in a way that could have offended others.