Why do so many women in Britain have tattoos now ?

I mean, I can see the appeal of like little rose tattoos on yer feet etc., but there seem to be so many with big tats now, like across the base of the back etc.. All well and good but don't these ladies realise that tattoos look like shite after 20 years. Only mention that 'cos of the number of guys I have known who in their 40's and 50's really regret the tattoos they had done in their youth.