ET Surf has been around forever from what I understand. One of the best things that could have happend to me when I started surfing was to be introduced to this shop. This is a full service surf, skate, and snow store. They really stay on top of the latest trends in the different sports and every person there is very knowledgable. Some of the guys that work there have worked their way up from when they were groms to family men today. There are no pretense's here that you find with other larger stores. Everytime I go on a surf trip I come here to make sure that I have everything I need. The guys will tell you what to expect when you travel to different areas, what to take with you, and what kind of boards you'll need. I can't speak for snow and skate since I'm not really into those things but for surf this place is hands down the best surf shop in a 50 mile radius.
Once they get to know you there they really take care of you if you know what I mean. There are certain things that are harder to discount than other but for the most part they're always fair with their prices. I never feel like I'm getting ripped off there.
I really believe in supporting local shops and stores like this so if you're in the Southbay area I really recommend this shop for all your alternative sports needs.
I speak from experience, I think I've purchased 5-6 surfboards from this place! I always left stoked and excited to try out my new board!