People don't understand rip tides, apparently one goes with the flow as it burns itself out eventually. What happens is people naturally panic and try to swim against it to the shore. The North Norfolk Coast can be lethal, particularly the sudden return of tide around the sand dunes opposite Wells Next to Sea ……… also along that coast is a 'shelf' so one can be wading and suddenly disappear over the edge.
My Dad was the last person off Heacham Beach B4 the 1952 floods - he had been wild fowling on the Marshes which he knew well, noticed that the air and wind changed, he left everything behind except his shot gun and ran.