Has any of these geniuses ever thought to check what the average annual amount of sunlight that the group who "regularly" uses sunblock is exposed to, and then compare that to the average annual amount of sunlight that the group who does not use sunblock is exposed to?
Harshing on the scientists much?
So, how would you go about doing this? You can't ethically do a prospective study -- because, you know, the whole knowingly exposing people to carcinogens thing is a no-no -- so the best kind of research is out. You're stuck with retroactive, and what's worse, retroactive self-reporting. Let's venture as to how accurate the average research subject would be at retroactively self-reporting the "annual amount of sunlight they get." Even if you were such a creature of habit that you took the exact same walk at the exact same time every day, unless you lived on the equator the actual amount of sunlight you were exposed to would vary greatly over the course of a year. You'd also have to take into account the clothes you're wearing and how much skin they cover. Then you have to be sure that the sunblock is actually applied in the same amount over the same area of skin every time, and you have to make sure that the control group never, ever uses it...all, again, while doing a retroactive study...which is kinda impossible. Doesn't mean organizing a study like this won't give you any data, but it's not going to be the best data, it'll be the kind of data that yields
mixed results, which, as was pointed out, is where science is right now in answering the question.
The question isn't unanswered because the "geniuses" aren't doing the obvious things, it's because the "obvious" things might not be as "genius" as you think they are.
Unless you are amazing at applying sunblock, you will have some areas of exposed skin, and the application of sunblock may allow you to feel more comfortable staying in the sun longer than is safe (particularly in the 10am-2pm timeframe). So the group who regularly uses sunblock might have a higher occurrence of melanoma simply because they are exposed more often and for a longer duration to sunlight than a person who doesn't use it and instead listens to his or her bodily cues to get out of the sun.
In the article I linked earlier they specifically discuss this potential false sense of security," but still conclude that sunscreen wins in a risk/benefit analysis. If you're interested in the types of studies being done on the subject, I'd recommend reading that article.