Yeah, I've heard that question a lot too when people set their first tattoo.
Of course, some people have a tattoo for very personal reasons. I've once seen a show where a father of a dying 3-years old girl requested her picture to be tattooed on his back, so she would live on with him after death would eventually have taken her. You can tell that was a very emotional show and the woman setting the tattoo was very nervous as she really wanted to do the little girl justice. I cannot imagine this man setting much more tattoos though, given the reason of his first.
But some people can take it really far, and place one more and more until you can wonder about the places left.
Of course never judge too soon. The guy on the picture is the Dutch tattoo artist Henk Schiffmacher. He is considered an expert on this field. He traveled the world to find out all about tattoos, as in many cultures they have a ritual meaning. A lot of his tattoos can therefore be considered as a part of a collection of local traditional tattoos... Some people collect stamps from all over the world. He collects tattoos. He did make a few TV shows about them for the Dutch TV and some were very enlightening on this field.