The film's description immediately states the problem

"Tattoos used to be a sign of rebellion. A middle finger salute to the rest of the world. Outlaw bikers got tattoos. Sailors on leave in Singapore got tattoos. Lifers in the joint got tattoos. But now it seems everywhere you go, everywhere you look - somebody is wearing some ink. In fact one out of every three US adults under 40 has one or more tattoos."

Exactly. As Ozzy Osbourne said (in one of his rare moments of post-drug clarity) "Everyone and their grandmother has tattoos these days". This is merely my opinion, but I fail to see how people can still view tattoos as edgy, sexy, provocative and dangerous. They have been beaten to death. When I was a little kid in the late 80's/early 90's, tattoos were rare. If you had one, you were either in a metal band or a roadie for a band, a military serviceman, a biker or maybe you worked in plumbing or carpentry. You didn't see them on personal trainers, soccer moms, high school teenagers, lawyers, etc.

It's your skin, and you have the right to do with it what you wish, but don't be surprised if tattoos become passe, laser surgery companies start making a ton money, and then African-style flesh branding becomes the new thing.