Surfline issues fiery rebuttal after being accused of secretly gouging customers during global pandemic: “We did too tell people about the price increase!”

"As a way of saying thanks..."

Well I sure put myself in a kettle of hot water yesterday by penning what was seen by many/most/all of you as a tone-deaf, ill-timed, poorly-executed obituary for Santa Cruz surfer turned Bali transplant and BeachGrit contributor Mara Wolford.

Nick Carroll swung in last night and wrote a beautiful, stirring memorial but I’m still sticking by mine. Not as better than Nick’s, no way, but as proper and fitting.

The golden rule states, “Whatever you desire for people to do to you, you shall also do to them…” and, maybe I’m broken, but when I go down, I sure as heck hope there ain’t just deafening silence. You all better be writing snarky, tone-deaf, ill-timed, poorly-executed obituaries about me.

Also, as uncomfortable as it is to look at death we just have to. So, sticking by mine even though the great Wiggolly’s Paddling Style told me, “You gotta learn to admit when you’re wrong Chozza.”

Which gave me long pause.

And, sadly, it appears I was most recently wrong by declaring, SURFLINE QUIETLY INCREASES SUBSCRIPTION PRICE BY 35%, GOUGING SHOCKED CUSTOMERS DURING COVID-19 PANDEMIC!

Emails bounced into my inbox fast and furious from Surfline’s own Marcus Sanders, pointing out the error that the subscription price was not quietly increased but announced in July 2018 with the following message:

Hi [username],

It’s been 15 years since we raised the price of an annual Surfline Premium membership. During that time, we’ve added over 300 cams, 10 full-time forecasters, increased model accuracy by 30%, brought Surfline to iOS and Android and built a blazing fast, mobile-responsive website. In addition, as of today, 48 of our most iconic cameras are available in high resolution, exclusively to Premium members such as yourself.

Also as of today, an annual Surfline Premium membership will cost $95.88 ($7.99/month) for all new subscribers. But, as a token of our appreciation for your ongoing support, we’re automatically applying your existing rate of $69.99 per year the next time you renew. That’s right: No price increase today and no price increase the next time you renew. For more information, check our New Premium Pricing help article.

Also, seven days before subscription renewals, Surfline sends out another message, this one too long to print here but the following sentence can be found in the middle of paragraph seven, page two:

…last July we increased our annual price for the first time in over a decade by about $2/month. As a way of saying thanks for your membership, we kept your annual rate at $69.99 for the past year. When you renew this year, you’ll be charged the current price of Surfline Premium, $95.88 annually.

Sorry, Surfline. I was wrong.