My last name is tattooed from the top of my rib cage to my hip. Got it a day after I turned 18... and still love it. My wife has 4. My sister has 3. I will probably, eventually get one on my shoulder/upper shoulder area, as well.
The point? I like it. I can cover it up when I want to. I'm a huge fan of tattoos in certain spots... others spots I hate. I am not a big fan of calf tats or thigh tats on women. I just don't think it looks good, at all.
Also.. any person that said their tattoo didn't hurt... lied.