The current way of promoting bf means women are told about it being best - about the "benefits of bf" - while pregnant.
So they buy into it - they're going to breastfeed.
The birth is often something that it's hard to look beyond when you're pg anyway - particularly first time - understandably so.
Then once the baby's born, it all goes, well, tits up.
And you end up with a situation where women feel like they ought to have prepared better - but most women trust HCPs to tell them the right thing, so why would they know they had to prepare to do something that is, after all, "natural"?
My feeling is very much that if the language used to describe breastfeeding and formula feeding was reversed (ie you didn't talk about the benefits of breastfeeding, you talked about the risks of artificial feeding), more women would realise how important it was to breastfeed and not view formula as breastmilk, but in a handy carton.
But talking like this is upsetting for those who've had their choices stomped all over in the past - and upset women are pretty vocal (and they have formula companies putting the "don't let anyone make you feel guilty" message out there - you really think all those clueless posters on their forums are real mums? Do me a favour) - so people who do say this stuff get shouted down.