I too was a major sun-worshipper before moving here - I obviously still love the sun, but don't tend to sunbathe much. I keep a nice healthy looking colour by just walking around in it. I tan very quickly, and grew up in the far east, so my skin is very used to the sun, and I rarely use protection, except to keep my skin moisturised.
I think a lot is hype, but I do issue warnings to all family/friends that visit us to keep a reasonable factor of sun lotion on, for no other reason than I don't want them to burn and ruin their stay.
The amount of times I could shake people who say after they've burnt, "I've holidayed in Spain lots and never burnt before!" They always look quite bemused when I tell them they're closer to Africa - and I thought my geography was bad