I have to defend your friend, Lizzer, who wouldn't breastfeed in front of her own father - I even found it difficult to breastfeed in front of my own mother!
I do agree that society (and this is a generalisation I know) does see breasts primarily as a sexual object. I was always very self-conscious of my boobs as they were always small. I hid them away under baggy tops so no-one would notice how small they were. I am a very private person anyway and very shy about my own body (another of society's traits is to convice us all we should have perfect bodies). I found breastfeeding in public very difficult indeed, and would always feed in private, even if it meant going to another room in my own house!
As I got more adept at bf I became a little bit more confident, so that when she was latched on properly I would sometimes venture out in selective company. But as I have mentioned before, I had huge problems with leaky breasts which made public bf difficult anyway.
This was not in any way a reason for me giving up bf, I just found it got too restrictive and I wanted to be able to rediscover my life, without feeling that I had this little baby attached to me all the time. What does it matter whether women feed in public or not, so long as they are breastfeeding?
I don't know what the facilites are mainly like down south, but here in Preston they are pretty awful (plastic chair next to nappy bin, one sink, no tissues, one hard pull-down changing ledge with no wipes) but when I complained they did try to improve things. We won't get better facilities unless we complain more.
I don't think that bf in public should be an issue, each woman should be able to do what she feels comfortable with. It's getting them to bf in the first place that is important, surely? Mothers have enough to put up with enough without being made to feel inadequate because they won't bf in public.