Yes. Not much fun is it. I had it badly with my first, and thought this time around I might have escaped, but I'm in the same part of the world, and the cold weather isn't helping. I am hoping that it stays with a little ache and doesn't develop any further!!!
In general, I found that you need to be sure that the latch is perfect every time - I had trouble initially with DS1, and I think thats where everything started going wrong. Also, I stayed off caffeine, and got a prescription for nifedipine (sp??) which helped in the long term.
When I was having trouble... I made sure that the room was nice and warm. Cold def. makes it worse. At night I had a blanket or a dressing gown to put over my shoulders as well. I always wore a bra, even at night, because for some reason it hurt more if I didn't. Used wheat packs / hot water bottles before and afterwards.
If I had white nipples, it would often feel numb so less painful, but it would hurt like crazy afterwards, so I would always wait till I got the feeling/colour back before starting.
And after all of that.... if it was still hurting... I would set the timer on my phone for 10 minutes and count down. After that I would swap sides/have a rest for 10 mins and go back to it if the baby was still hungry. Somehow I could cope if I felt like I only had to last for x more minutes. Also, I found it was less painful to express than feed, so I would sometimes give one side a rest for a day if it was really sore, and use a pump/bottle.
Anyway, it can be pretty rough, but I found that it eased over time,and it actually was OK after a while (his mouth got bigger? The weather improved? The nifedipine?) and I was sad to stop in the end.