After reading books like Dr. Harvey Karp's The Happiest Baby on the Block (and knowing from experience that "his" 5 S's are simply the oldest and most tried and true soothing methods), and after reading Liedloff's The Continuum Concept and piles and piles of Mothering magazines over the years ... and then knowing that the Blessed Mother wrapped the Baby of all babies in "swaddling clothes" ... well, it's not hard to figure out that it's supportable through history, experience, research, and simple observation that wearing the baby and keeping him swaddled is good for the baby.
That was always kind of my gold standard anyway - did they do this for thousands of years or just recently, once everyone could afford things like cribs? That's how I made decisions about where people slept, or when, or with whom. And that's also how I decided where and when to nurse my babies, or where and when and how to expect their attention and/or obedience. Some stuff isn't philosophical. Some stuff is as practical as the earth itself.
But this! Now, this is an ad campaign nobody's figured out yet. According to Joseph Bruchac's Sacagawea, one reason Lewis and Clark had a peaceful journey across the territories of so many native tribes was because they had a mom wearing a baby in their group. (That statue is the one I knew as a Portland child.) Who goes to war with babies in the army? Nobody does. So it was obvious that these were peaceful people. Now, that's an ad campaign for the baby-wearers! We come in peace - we're wearing our children.