Judy -
I'm really down on "equipment" for both mothering and bf.  Too much
commercialism!  However, I think that for many moms (including myself when I
was pregnant the first time) we want to "nest" and be prepared so we get lots
of stuff.  Since we have no idea what we really need we get anything we ever
hear that we might need.
When moms don't have much confidence in their own bodies (and so few of us do
in the beginning), we turn to technology to help us.  I will often get a call
from a mom saying "Hello, I'd like to buy a breast pump".  I usually say
"Well tell me a little bit first" and then ask age of baby, bf history, why
she wants a pump etc.  Often it's something like she's really exhausted and
somebody told her she should pump and give the baby a bottle at night so she
can get more rest!  Why is getting up and preparing a bottle more restful
than tucking the baby in bed with you and going back to sleep while bf?!?
 Moms are desperate and insecure, and feel confident that technology - ABM,
br pumps or whatever - will help them.  I try to point out, as you say, that
pumping is MORE work than bf, and try to brainstorm with her to help her find
other ways to improve her situation.
Cynthia