He'e Nalu is traditional native Hawaiian activity that is kapu and reserved for specific few.  The cultural practice was coined as "surfing" and western commerce was born at the fault of natives and non natives alike.  Money has neither culture nor race resulting in gridlock waves,  overrun reefs, drugs, and no access.  So, let consumerism determine.  If there is money and commerce to compensate a surfer no matter what they wear or look like, then it will be.   If not, then not.  Simple.  Profiteering, like war, is NOT a democracy.  It is survival of the best marketeers.  And, my aloha goes to all the dental floss and boardshorts athletes alike.