I always ride in long sleeves because I burn so easily. Since I don't have short sleeved tops, I've never looked into an "arm cooler".
Do you have a link to the one you've been looking at?
Is it this one on TE? http://www.teamestrogen.com/products.asp?pID=20747
The desoto says it only blocks 75% of UV. Hmmmmm.
For full sunblocking protection, you could get something from Sun Precautions or Kokatat or similar companies. www.sunprecautions.com



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So compelling indeed that I may have to send off an order the very moment I return from riding this morning...