I'm sorry to go into story mode, but I joined Autopia in 2004, and at that time, the internet was fairly new, a lot of "real" companies hadn't figured it out yet, and there were a lot of what I call "basement vendors" who had full time jobs, may have been weekend warrior detailers, and had found products that they thought other forum members might buy, and started up little websites to do that.
These included Patrick at Excel Detail, Scott at Specialty Motoring Products, who was a Poorboy's distributor, Bob at Danase, Rob at Winner's Circle Detailing that became Towel Pros, and a little before my time YoSteve who sold microfibers. Patrick was out somewhere in the Ventura CA area and discovered Surf City because they were out in CA also, and he started selling Surf City in his web store, this must have been 2005 or 2006. Of course right after that WalMart picked up the line and blew up Patrick's exclusive.
Poor Patrick, no matter what product he found, if it got a buzz at Autopia, someone at Autogeek would see it and pick up the line and undercut him.
All that being said, Surf City still seems to be around, but almost everything at their website is sold out, so not sure exactly what is going on. The owner has a collection of 130 cars, not sure if they charge to see them, and if that is the "real" business. The detail products started in 2007, so I was a little off.