What is the obsession people have with fair skin ?

I have seen People are hell bent being fair or to be considered white . Viewing fairness as a beauty standard. Just accept who you are and whatever colour you are. People view being white as beauty and being dark as ugly . Even in movies the good guy is depicted as white while the bad guys are depicted as dark .People would call a 2/10 person attractive just because they are fair but would call a 10/10 dark person kaalu or kaali . I believe if you are attractive you are attractive and if you are ugly then you are ugly and colour doesn't really matter.