How come Mexicans want to be white so badly?

I'm a be@ner and I notice that a lot of Mexican men date white women or light skinned Mexican women, my sister's boyfriend keeps talking about how he wants his kids to have colored eyes and have light skin, my brother is always dating white looking latinas and I've noticed this a lot about other Mexican men. What happened to Mexican pride? I bet most Mexicans would jump at the opportunity to be white?