That's true, Geoffy. But in post World War II America, the winter tan became a status symbol for many people. This was prior to tanning beds, of course. A February tan meant that you had the money to be in a warm climate, while your contemporaries were freezing their asses off up north. Some people liked to flaunt that tan in the winter months. That's to say nothing of the retirement villages in Florida. I have elderly neighbors that haven't come out of the sun for 20 years. They look like shoe leather and they think they look great!