Another factor in the formula market share war is the "post-breast" crowd.
The ABM manufacturers have determined that mothers who wean early from bf give
formula to age one, whereas mothers that initially bottlefeed switch to cows
milk by age 6 months, on average.  This is the reason for both the "no cow"
fridge magnet (to discourage cow milk feeding of infants over 6 mos) and the
insistence on giving discharge packs to breastfeeding mothers (to get that
company name in front of breastfeeding mothers who will actually become a more
lucrative market for them.)  Notice the contents of breastfeeding mom
discharge packets: pacifier (to decrease the duration of bf); educational
materials that focus on the 'difficulties' of breastfeeding; powdered formula
(long shelf life, will still be around when mom weans); bottle of sterile
water and nipple (to make it very easy to reconstitute and use said powder in
a moment of fatigue or difficulty, the earlier supplementation occurs, the
shorter the duration of breastfeeding.); and a toy incorporating the corporate
logo, in case the mom forgets who her 'benefactor' was by the time she weans.
 In our society, all these things are considered infant neccessities, so moms
are grateful for these goodies.  Once hospitals started scrutinizing these
packs, the manufacturers began distributing 'gift certificates' in prenatal
class materials, redeemable at the hospital for d/c packs, to insure that
parents asked for these 'gifts'.  Now that baby friendly is in the works, the
manufacturers have again upped the ante by increasing the value and
attractiveness of the 'gifts'.  The diaper bags are an especially clever gift,
as it is lugged around with the baby, giving that Roscoe bear all over it wide
exposure.  I cannot help but think that all this is calculated. (the love of
money...., huh, folks?)
I am not apologising for climbing on my soapbox, it is an important part of
our profession!
Catherine Watson Genna,IBCLC