We often use the phrase Breast is Best to communicate our beliefs in the benefits of Breast feeding. But is breast feeding really 'best' or just the baseline. Semantics matter. Saying breast is best implies that breastfeeding is to go above and beyond what is needed for a baby but in reality breast milk is a vital need. Should we instead be discussing the risks of formula feeding rather than the benefits of breastfeeding? Language has an important role to play in determining how parents think about what is normal.