Why do people want to tan themselves? WHY? do you hate ur skin colour?

I find it stupid when the sun comes out and rather than getting excited over the nice weather, people are more interested in getting a tan? Wtf? Do you hate your white skin colour or something.... I don't get it, coz the skin colour brown won't make u look better coz its just skin colour and it don't matter....anyways I don't get it??