$$$ for Native Hawaiian traditional culture.  Since when should Quicksilver et. al. ever own, control, or commercially profit in native Hawaiian culture or its intellectual property ("IP")?  The "et. al." hardly excludes the Aikaus as well.  Just cause you Hawaiian, one lifeguard,  celebrity, or pay choke income taxes, you get to steal traditional Hawaiian culture and indigenous IP for commercial enterprise and personal profit?  Surfing throughout the world as such is due solely Hawaii's customary indigenous legacy.  In Hawaii, he'e nalu is KAPU as being the exclusive royal activity of surfing for select ali'i.  Lower ali'i and commoners were forbidden.  Today, kapu is out of fashion and kings are politically incorrect.  However, traditional customary practices are protected by the State Constitution.  Profiteering from and usurping native Hawaiian traditional cultural practices are wrong.  Shame on everybody.