American parenting magazine, Babytalk, received 1,000 outraged responses after they put a picture of a baby being breastfed on the cover of their magazine.
Gayle Ash, 41, told AFP she wanted to protect her 13-year-old son. She wimpered: "I shredded it. A breast is a breast - it's a sexual thing. He didn't need to see that."
Kelly Wheatley, 40, is apparently more concerned about her husband, who must have led a very sheltered life. She droned: "Men are very visual. When they see a woman's breast, they see a breast - regardless of what it's being used for."
Now I can just about understand the teenage boy thing. Just saying the word 'breast' in front of a 13-year-old boy can have alarming results. But a grown man?
However, given the mind-boggling prudishness of these women, it's possible that their husbands haven't actually seen a breast in 20 years.
It falls to Babytalk editor Susan Kane to inject a little intelligence into the conversation: "There's a huge Puritanical streak in Americans and there's a squeamishness about seeing a body part - even part of a body part.
"It's not like women are whipping them out with tassels on them! Mostly, they are trying to be discreet."