My SIL did it because she also worked and couldn't breast feed at the drop of a hat. She also never left the house for unnecessary excursions until he was on a schedule.
Another case of people getting in an uproar because they absolutely refuse to put the child first and change their lifestyles to accommodate the child. They'd rather force the rest of us to accommodate the mother's whims and if that involves the public display of child-bonding then so be it.
Yeah, throw a blanket over the kid's head - that's nice. Whatever happened to looking at them in the eyes and talking and stroking them as they feed? Mother first, mother first.