I love Lincoln Road with the outdoor restaurants and the ability to walk without traffic.
However, Surf Style is one of the many tourist type shops where you see the same products for sale.
We did purchase a golf type shirt to send to my Dad in England and 5 postcards for $1.
They do have a good selection of products but the locals wouldn't purchase from here. If you are staying on the beach then these prices compare with the other stores.
While you are here stop at one of the many places to eat.