WHy do people do this?

I think people think 'pale is pretty' these days. It's kind of sickening really, when a certain skin tone and features get pushed up in status and others get brought down. I think it might have to do with how tan was considered the best look and now pale is in, taking its revenge? I also think it has to do with Twilight and other vampire stuff. Pale is cool now thanks to that crap.