The Perfect Mother?

So says a new ad campaign pressuring new moms to give up the formula and rely on mother's milk. The ads compare formula feeding a newborn to pregnant moms bullriding and logrolling.

Is it fair? Well, they certainly do have the science on their side. Is it nice? Probably not. Should new moms who don't breastfeed feel guilty? Probably.

But we're talking about risks, here, not certain outcomes. Risk has to be measured with costs. For example, it's hard for a mom to stay home and breastfeed if she doesn't have a home because she doesn't have a job.