Really people?

In an earlier post (this one) I ranted about some people whose public grooming habits on the subway were a source of nausea and unease. Yesterday, while perusing a store that I won't mention, I saw something that struck a similar chord.
This is the beach, and so invariably a fraction of the population will get sunburned. Sunburn sucks, it hurts, and the peeling is gross and uncomfortable. I wasn't at all surprised to see a family of tourists wander into this store, and the poor daughter suffering from a bad burn on her back. But as they looked at the various items in the display case, I was surprised to see that her mom was scratching her daughters back, littering the floor with little bits of her skin.
Please never do this again in a public place. It was so gross I had to leave.
Look, scratch your back (or your friends backs, hell, even invite some strangers in and scratch their backs) in your home, hotel room, condo, the back of your Ford Econoline van, anywhere but in front of other people. I mean, would it be o.k. for me to shave my chest in the middle of a store? Hell no. Why do you get to drop chunks of dead skin all over someone else's floor? Why, mother, do you think this is an alright precedent to set for your daughter?
Yes, its the beach. We're all a little more relaxed here; but, please turn on your brains.