My poor nipples dread every feeding because when DS finally gets a good latch, it hurts like hell for about 15 seconds, then it gets a little better. They still hurt, though. I know BFing hurts some normally, even though they tell you that it's not supposed to.
How long was it for you before it stopped hurting? The nurses at the hospital freaked me out about LO's latch - to the point of me giving up by the time we left the hospital and EPing our first few days home - so we have only been really BFing for three days or so.