I guess it all depends on what you deem a secret. I have been buying surf mags for decades looking at pictures of surf breaks that once would have been a secret spot, to someone. SO is it okay to post a pick of say Pipeline, or Ulu or Trigg for that reason

Sadly no one owns the beach and there is not a lot that can be done about population growth. Look at Yanchep area, hell the use surfing beaches in their advertising billboards. The spots that will be secret are often hard to get too and that in its self is enough to help keep them secret/less crowds.
Were i surf there is so many photo hogs and the picks that come out are amazing, but you need to remember that A single photo of clean wave, doesn't make the break. Sometimes hundreds of picks get taken to get that one great shot, and these days also a lot of photoshopping goes on also.
Its the new generation of kids that love to take photos, video and share it with their mates, for the rest of us its called getting old/grumpy

I agree theres no need to ring a hundred friends when you turn up and its on

Having said that though, i will often turn up surfing with both my kids, his mate and his two kids so sometimes i bring the crowd, but i will always avoid busy spots obviously.