Now, why would a shark, given a choice, swim away from his food source? this case, the humans at the beach?
I understand they (great whites) often hunt in packs and are looking for seals. The human shilouettte is very similar as viewed from below. The first shark in the pack will strike and release after it realises it is not a seal, (Humans dont have anywhrere near the fat content as a seal and must taste bad by comparison.) After the first shark swims away spitting out the bad taste the second and third sharks sense a meal thrashing and come up and do the same thing.
http://www.snopes.com/photos/animals/sharkkayak.asp