Move over Oreo and Games of Thrones, Time Magazine means business.

 This week’s Time cover features Jamie Lynne Grumet and her 3-year-old son. And yes, she is breastfeeding him.

Time’s cover story features “attachment parenting”, a phenomenon that has been on the rise for the past 20 years. The three main signs that you are a culprit is: baby wearing (using slings to wear infants), co-sleeping, and yes, extended breast-feeding .

“When you think of breast-feeding, you think of mothers holding their children, which was impossible with some of these older kids,” photographer Martin Schoeller explained the photo. “I liked the idea of having the kids standing up to underline the point that this was an uncommon situation.”

Time released the cover photo in Twitter this morning, creating a buzz of supporters and opponents for attachment parenting. One commenter lashes out that the photo is “an insult to AP (attachment parents) moms everywhere” while another Tweeter was appalled and described the photo and phenomenon as “sexualized.”

All I can say is that after these photos, the opponents of controversial Oreo ad may no longer be standing up.

Find out more about attachment parenting below.