This year's gimmick is the Aquapac which is like a vinyl baggie for your camera or whatever. It's good down to 15 feet which makes it perfect for the beach.
Here's me underwater:
It worked so well and really captures the experience of being at the beach.
This was all taken with the cheap $100 woot vivitar. So, I didn't really care if the baggie failed.
And because modern kids are doing the video here's some me tubing: