It must be an emptiness within to do it for the reasons you stated. In the northern and western European countries we don't get as much sun as other parts of the world and so we get out in it when we can, one of the benefits of that is the formulation of vitamin D. Then there are those who sit under sun ray lamps under the mistaken belief that tanning their skin makes them look better, but, of course. there is the vitamin D factor. But what about those who paint fake tan on their skin????
I can't see any reason why people would want to bleach their skin, what is the purpose, tanning in the sun is natural, bunging chemicals on isn't, it can also have some absurd looking effects of mottling, and some dangerous effects of peeling.