It turns out that breastfeeding doesn't actually protect against later childhood obesity. This comes as no surprise to those of us who have devoted much energy over the years trying to quell the 'breast milk as miracle food; formula as rat poison' polemic. Today's breastfeeding culture is a zealous one. The paradigm that guides our thinking is one where we are prone to believe everything about breastfeeding is good and everything about not breastfeeding is bad. Overstating the science to encourage breastfeeding and prop up its importance is not only not necessary, it's also false advertising.