Getting distracted during feeding / unlatching

Hi!

My baby boy (3 mo) is really fussy lately while breastfeeding. He'd touch his own face, then getting off the nipple in two or three short sucks (getting less nipple every time, ow), sucking at his own fingers, then grabbing at my nipple (ow) and latching again. Rinse and repeat.

Is this normal? I tried giving him some of my top to hold during feeding (sometimes he did this on his own) or my own finger but it doesn't help much. He drinks for a short time then lets go and does it all over again. I can also tell he's getting frustrated by this. Any thoughts?