I'd like to address the "skin cancer caused by sun exposure" being a myth. The data is just misleading. Has my 80-year-old friend, for example, who has had skin cancers removed twice so far, been using sunscreen and avoiding excess sun exposure for many years? Yes, but that doesn't make up for the fact that in the first 20-30 years of her life, that wasn't the case, and we all know the damage is cumulative over one's lifetime. They've been saying for years that many sunburns before the age of 18 can mean you are at high risk - so you can be diligent about shade and hats for the next 50 years, and still end up with skin cancer. So when they say melanoma rates have been going up anyway, I am sure that includes many, many, many people who were born well before the "sunscreen era" became the vogue.