I think its due to the fact that on the whole tattoos and being tattooed are a lot more acceptable now then they were 20 years ago. When I grew up it was pretty much bikers, felons, rockers, skins and punks that had tattoos. These days seems like pretty much everyone has them - from the rockers to the used cisco equipment guy. When i go into my local corporate bank (I am fully sleeved etc) one of the managers always comes running up to me and proudly tells me what new piece she has got. That would never happen 20 years ago!