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As mentioned on the other thread, I think 'sun worshipping' could be a sign of irrationality and susceptibility to persuasion by advertisers. I can understand why people don't like the wet, and cold, but they seem to compensate by going to the other extreme which is far worse and even more uncomfortable. Was it always like this or is it a fashion? Didn't people once try to look pale so they didn't resemble outdoor manual workers?
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