It does hurt even when the latch is correct... at least for a few weeks. Despite what people say, my nipples have definitely had to harden up and become less sensitive.
It is not easy - at 12 weeks I'm still making sure the latch is right. And don't even get me started about my two bouts of mastitis and endless struggling with thrush.
It is not free. Admittedly I'm probably on the end of the spectrum, but I've spent loads on expressing equipment, bottles, breastpads, lansinoh, breastfeeding tops...
It does not help me lose weight. This I'm sure is the biggest myth. I get so annoyed with celebrities who claim they got into their size 8s thanks to breastfeeding. With ds I expressed for a year, making enough milk to fill two freezers, and it was only when I stopped that I started losing weight. For me, breastfeeding increases my appetite 10 fold - I'm only losing weight now because I'm really watching what I'm eating. It contracts the uterus, admittedly, but losing weight? I don't think so.
Disclaimer: I'm dispelling these myths for myself, and hopefully making others not expect too much too soon.
Having said all these I'm still bf dd, and plan to for at least a year, but I wouldn't go so far as to say I'm enjoying it. I'm doing it out of necessity.
I feel better for that little rant!