Just went in June...
DO NOT due the tourist thing and stick by the shore and the shops by the shore. Every shop owner tries to hit you up, get you into their shop. Right when you hit the shore its the worse. That front "mall" area... Do Not buy anything there. You can find everything they offer in other shops around Cozumel cheaper.
When we went, we rented a bug for $40 and crused around. Found a great little tacito stand, some shops out side of the tourist area, and I would say have a better overall experience.
However, if your young and just wanna get liqured up... Senior Frogs and you are good to go.