I don't think breastfeeding selfies are about trying to make mum's who bottle feed feel bad. They're about trying to normalize breastfeeding, which is not socially accepted throughout the country.
I bottle fed DS1, and breastfed DS2. I never received any judgy comments or looks about bottle feeding DS1 either privately or in public. And I didn't worry about getting any, because where I live, most of the mum's I see feeding a baby in public are using a bottle. It's unusual to see a baby being breastfed outside a baby group, but babies being bottle fed are all over the place. (And regarding advertising of follow on formula - mothers may not choose to bottle feed because they've seen an advert for formula follow on milk. But it does give the impression that bottle feeding, certainly for an older baby at least, is the normal and right way to do things)
So when DS2 was born, and I decided to breastfeed, him, I worried a lot about being judged for breastfeeding him in public. I respect a mother's right to choose the feeding method that she feels is best for her and her baby, but when almost all the babies I see being fed are getting bottles, then breastfeeding in public did initially make me feel that I was doing something abnormal, or at least something that society feel should be hidden away. And the stories that crop up from time to time about breastfeeding mothers being asked to leave places or cover up reinforce the notion that some people have a problem with seeing babies breastfeed.
I've also had a lot more pressure to stop breastfeeding DS2. No one seems to give a monkey's about DS1 getting bottles until after 3.5yrs - even the dentist was unconcerned about that - but since DS2 started nearing 6 months, there's been an increasing number of comments along the lines of "are you still breastfeeding him? You should think about stopping because...."
So in my experience, it feels like there's a lot more pressure to not breastfeed, because it's far more socially acceptable and "normal" to bottle feed.