I was in Afitos last summer and went to the beach several times. The Lime Beach bar is one of the two bars that are at the beach and they make use of their monopoly. Pices are high compared to prices in the village (5 euro for a soda) but you'll get a small snack with it and you can make use of the sunbeds all day, for just one drink. So it appears to be somewhat more expensive but it really isn't.
Lovely beach btw, really enjoyed it!