The TIME magazine cover of 26-year-old mom Jamie Lynne Grumet breastfeeding her three-year-old son has sparked literally hundreds of media stories discussing both the photo itself and the issue it addresses “attachment parenting.” But unlike so many other public conversations, this one appears to be generating actual discussion rather than devolving into vitriol and backlash.

Some notable names, like Alyssa Milano, questioned TIME‘s decision to use the photo. Other readers and organizations used the cover as a means to discuss parenting issues. Experts are using it as a way to dole out advice. Ad Age reports that advertisers, who weren’t warned about the cover, haven’t complained about being included. The magazine also says it sold more online subscriptions yesterday than all of last week. Even Gawker has something nice to say about Gumet after she appeared on the Today show this morning.

Certainly, there are some who may have gotten unnecessarily fired up. But for the most part, it seems like the cover did what it was supposed to do: start a conversation and generate publicity and sales for the magazine. Now we have to actually read the cover story.