In the aftermath of this event, some on social media have rejected calls for life jackets for rock fishers to be made compulsory, declaring an overkill of the nanny state and the “cotton wool” approach to life.

However, such calls were also made when the compulsory wearing of bicycle helmets was mooted years ago - and those very helmets have gone on to save lives and reduce injuries.

Given recreational fishers must now have a licence, it would be a small administrative step to also insist that they wear a life jacket when rock fishing.

However, even without this step, there is much room to improve education on how to remain safe.

Some on social media have decried any suggestion that those born and bred to the sea and its dangers should have to wear life jackets.

Point taken, but it is precisely those who visit from inland areas who most need protection, as they least understand the capricious nature of our beautiful coastline.

Anything that can be done to educate visitors and keep them safe and well should be considered.

The Moruya-based Westpac Life Saver rescue helicopter crew had the task of searching for the missing man in rough seas on Sunday afternoon.

Batemans Bay lifesavers had the dangerous task of retrieving him from the water and taking him ashore, in the hope he could be saved.

Paramedics had the gruelling task of applying CPR for 25 minutes, before acknowledging he could not be saved.

Afterwards, rescuers publicly appealed for people to wear life jackets in such situations for two reasons: firstly because it could save your life; secondly, someone in a life jacket is more easily seen and more easily rescued.

A life jacket may not have changed this sad story - but the possibility remains.

Enough said.