Yeah, you are right. It's human nature to want what you don't have. In Asia especially, white is sold as superior. While in the West, getting a tan has nothing attached to it. So people get a tan to get a bit of 'colour' or to look like they've been on holiday! The problem is when companies sell products with the message of 'white is better' which then encourages the ignorant and insecure to believe that's true.