Public Breastfeeding

So I have gotten pretty... comfortable, breastfeeding in public. I won't do it in front of men (unless they're family) unless I have to and then I cover, but when it's a room full of women or children, I will just bust it out. I don't know if it offends people. I don't know if I care. Part of me does. Is it bad that I probably wouldn't do it at a relief society activity in my ward but I would in someone else's? It's just a boob people, is it really that big of a deal?