I'll feed my babies when and where I and they want, just in the same way I'd cuddle them as and when required. If people don't like it, they don't have to look.
It's so easy, when a baby cries, to stick it on the breast. It means I can go out without any paraphenalia, just me and the baby in a sling. Lord knows things are hard enough for those of us with young children, we have no need to make them harder.
Also, I don't want to haul a screaming baby to a cafe, wait in the queue while it screams, spend money then faff about carrying tea to the table before he/she can get milk.
I don't think I'd feed in the shop though, as I'd feel tense that I was causing an obstruction or getting in the way of customers. I'd go outside into the public bit and sit on a bench.
In all my seven plus years breastfeeding all over the place I've only been challeneged twice. Once when I was sitting at the side of the swimming pool feeding a woman attendant asked me to leave and I told her where to go.
The other time was in the doctor's waiting room feeding my 4 week old. The receptionist said, 'Would you like to go to another room to do that?' with just enough of a sneer for me to realise she wasn't saying it for my benefit. I smiled and said, 'No thanks. That's very kind of you but we're quite happy here'.