Marketing is just absolutely crazy to see, when you really knock it out of the park and build a whole ecosystem for upper middle class mothers who have the free cash flow (or debt flow), the time to obsess over every little aspect of their kids' health, the the absence of familial community to back her up.
This lady is posing with all her bamboo-fabric onesies, about $35 to 70 a piece. Her instincts are nice, they come from a good place, but this shows what's bad about it - (I'm painting broadly here, using this image as a basis for a phenomena that may not exactly describe her) - is that women like this need to have these impulses reigned in and moderated by men and family.
It's good that she cares this much, but on the other end of the spectrum she needs to leave baby outside with dad as he works outside for a day, needs to hear him say "ah, he's fine, he need to play in the dirt and roughen up a bit. Good for his immune system" She needs him there to moderate her care and nurture, to ensure her kid is pushed outside the comfort zone, forced to clash against the difficulties of life, and made stronger by its struggles.