We love the new spray too! No rubbing is so great! FYI, Avon makes a spray that is also a bug repellant (I know there are pros and cons to the dual product...) that we also like. Avon's is only an SPF 15 so it needs to be re-applied if you're out for a while, but application is so easy with this stuff that its not a big deal. I like the Avon for in the yard after work when I want protection from both bugs and the remaining sun for my DS and myself but we're only out for an hour at most.
CleveRocks - I worked at a pharmacy during college and the pharmacists told me the same thing you said about SPF above 30 - marketing, marketing, marketing!