All too often the pharmaceutical companies want you to use their chemicals. Chemicals like sunscreen, or a pill. God put that sun there for a reason and I much prefer to get a few minutes of vitamin D the NATURAL way. In the winter, I go to a tanning salon and I get 8 minutes twice a week. As a matter of fact, I just had my physical and requested a Vit D level. I am 48 and have a significant family history of Breast cancer and in my research I discovered that keeping your Vit D levels up keep you at less risk. 2 sisters had BC by the age of 30. My provider had no idea what the name of the blood test was..he had to go and look it up. He looked it up after I insisted on getting it because his response was that is was not a needed/normal test on physicals. Even more spectacular was when he did my "skin cancer" exam. As he was looking he said that I do a great job of staying out of the sun...HA! I told him I get at least 15 minutes twice a week in the summer unprotected and I tan indoors in the winter. He was surprised. I appreciate tat Dr. Holick has a more holistic approach to Vitamin D and I have no doubt that does not sit well with providers that would opt for the drug/chemical route. Perhaps the issue of a shrinking ozone layer is more the reason for skin cancer increase. I think in moderation the suns natural means of aiding in Vitamin D production is a much better choice than total avoidance. Nobody to overuse ANYTHING and the point is to get just enough to be healthful but not enough to be hurtful. In the winter I am in a controlled environment with a tanning bed. BTW, Dr Holick, I am happy to say that my serum blood level was 52.