Ok. Time for a personal testimonial now. (a bit long, sorry)
I have a very white skin and I live in the bright side of the earth. On vacation I go to my hometown (which has a ozone issue due to bad agriculture habits - it's not a guess. The public health service deals with skin cancer in that region much more often than other areas and has some public policies about it. Scientifically proved already by some studies - you really can fell the sun burning you there, not fun at all and it's not a way of making money, I assure you. Great part of people there cannot afford sunblocks. Ozone varies, it's true, but not that much).
Must say that my grandparents generation took a lot of sun, they usually would spend great part outside with no sunblock. But they usually would use hats and clothes, cotton long sleeves. My grandparents had skin cancer after their 70's. My parents never used sunblocks in early years, they used go to beach and get burned, yes burned. That was the fashion trends those days. So they spend great part of their summer vacation on burning skins. They got cancer after their 50's (specially my father who had a job which he would be exposed to sun for long periods - he did not use hat or long sleeves also - as my grandpa). Maybe we should study fashion and health.
The more serious case is my dad, very white skin, almost no protection all his life, long periods of exposure. My mother is more brunet type and get some tan when at sun, she already got some skin cancer, but not that serious. My grandpas had them, but very light (both died in his 90's).
Since I genetically have a great chance of having skin cancer (I'm as white as dad) I should be wearing a great sunblock, right? That was what my dermato told me and confirmed my parents docs. So, some years ago I started using a sunblock religiously for one strait week, a very powerful one. After one week I was looking like a dead person, my skin was almost translucent! So I just quit it. I don't think that something that makes you look sick can be healthy (no, I did not told mom that I quit it

). Just pure common sense. I do put sunblock if I'm at beach or some similar place, when I'll stay longer at sunlight and when I go to my home town (seriously, I can't stand being in the sun for 10 min there). I do avoid having sun burns, which is wise, but I do not care about sunblock in a daily bases. I work mostly at home and I'm not exposed to sun so often. Sometimes I will put on some make up which has a factor 6 or 8 of protection. Not much, but enough. So I guess that if we be a little wise as our granpas, we can have a long life... some protection but not too much, real food and washing hands every time you arrive home, before meals and after using the toilet (funny, just remembered that at my grandpas house they had an extra sink outside the bathroom just for washing hands)... time to rethink lifestyle...