It's all the buzz on social media and across newsrooms. Yes, we're talking about TIME Magazine's cover photo of a 3-year-old standing on a chair to breastfeed.
TIME Magazine said the cover photo is not a model posing, but real-life L.A. mom Jamie Lynne Grumet and her son.
Grumet visited the Today Show Friday morning with her son to talk about the cover.
"When you think of breast-feeding, you think of mothers holding their children, which was impossible with some of these older kids," said photographer Martin Schoeller on the publication's website. "I liked the idea of having the kids standing up to underline the point that this was an uncommon situation."
It's something uncommon to many of our readers who have left a slew of comments on our Facebook page about the controversial cover photo.
"Attachment parenting" includes breastfeeding kids through toddlerhood, co-sleeping and "baby wearing" -- using slings to carry kids. Its roots go back to the 1990s parenting guide "The Baby Book."
The buzz began when TIME tweeted the cover photo out Thursday around 10 a.m. Some followers said they were offended by the photo; supporters of "attachment parenting" called it an "insult" and "inflammatory."
At 3:15 p.m., TIME tweeted: Even if you breast-feed your kids past their first birthdays, it doesn't mean you're an attached parent. It links to an article asking if extended breastfeeding is more common than we think.
The magazine hits newsstands Friday.