I've been visiting El Matador every few years for about three decades. Usually, it was fairly empty except for a few strollers (swimming is dangerous due to all the rocks) and one or two professional photographers with assistants shooting fashion models. I went there with my mother in 1997, the year before she died, and we watched a whale the size of a school bus and a couple of dolphins feast on a school of fish just about 75-100 yards offshore.
On Sunday, I dropped by El Matador just before sunset, for the first time in a few years, and now it is wall-to-wall amateur models and photographers with huge telephoto lenses.
Perhaps I'm overgeneralizing from a small sample size, but I'm guessing that the spread of social media like MyFace has made getting your picture taken a much bigger to-do than it was just a decade ago.