Vybz Kartel dancehall artist bleached his skin

A reggae dancehall artist recently bleached his skin.  He compared his skin bleaching to women putting weave in their hair are straighting their hair.  He also said what's the difference in bleaching than any other plastic surgery or cosmetic procedure.  Now I have been to Jamaica several times and everytime and everywhere I went I would see at least one person who uses some sort of bleaching cream.  I never understood why anybody would use this cause it doesn't look natural or good nonetheless what is wrong with having chococalety skin.  I am brown skin and love my complexion and the variations in colors of other people.  Some would say that it is a reflection of self hate to bleach your skin. I don't know.... I do understand where he is coming from though because I would not consider everyone who gets a cosmetic procedure to have self hate but I would think what ever they changed they did not like previous.  So that leads me to believe that if the most obvious physical feature that makes you black is your skin and you don't like your brown skin than you may have self-hate.  Those are my thoughts what are yours?

This is a picture of before and after of Vybz Kartel