We are coming, bit by bit, thanks to courageous (and assertive) souls, to recognize that natural is not an inherently bad thing.
Breast feeding in public is still something pretty 'new.' That very newness is a goofy thing. Some folks do take advantage of the shock value, it's true. Some folks 'use' it as a sort of bludgeon to get their point across. Some folks simply have a hungry infant and want to fix that.
If it's uncomfortable for anyone, they might keep in mind that breast feeding does not include handcuffing all of those who might be less comfy with it.
If it bothers you, direct your attention elsewhere.
And, look at the bright side, it's lots less attention-getting than a balky, crying, hungry infant intent on letting the world know how they feel.