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When model and new mom Coco Rocha posted a raving Instagram ode to GoButler, a service she used to obtain baby formula for her 6-month-old daughter Ioni James Conran, it lead to something else entirely.
Strangers attacked her for feeding her child formula instead of breast milk, the preferred food for babies according to the World Health Organization.
While it's clear that the meanest comments were removed from the post, the comments that remain paint a grim picture of the insulting things some shamers said.
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Read on for some of the comments made:
"ascia_akf @skyzzle_g_fizzle woah. Kinda judgey there. I'm a huge huge breastfeeding advocate but there's no need to butt in on her personal choices. I'm sure she has her reasons for not breastfeeding
"cateweigand A mother should be able to make her own choices about how she feeds and cares for her child. It's her business and no one else's. Take a chill pill people."
In the process of making a point, the situation which was being suggested was irreparably taken away.