I asked my wife if she heard about this Monday night and she told me it was "old news" by then.
I'm secure enough in my masculinity to say I've worn a baby in a sling. In public. Several times. And after a while my back gets sore too. But it's clear the ad was a mistake.
However, give McNeil credit for responding to the fairly robust criticism rather quickly and doing the right thing.
Of course all the social media folks are writing their "behold the power of Twitter" and "behold the power of mommybloggers" posts. The truth is in this situation Twitter probably saved McNeil here, not harmed it. It served as the canary in the coal mine, giving the company a strong warning that something was wrong. And McNeil was smart enough to be watching for it and courageous enough to apologize and change direction quickly. Now they need to take the next step - building strong relationships with many of the discussion drivers and opinion leading parents who talk with each other online.