Turning to that treasure trove of wisdom known as the internet, I soon discovered that this beauty is variously known as Heliotropum, Argusia, Tournefortia, or Mallatonia gnaphalodes. (Don't you love the way botanists keep reclassifying things? Don't get me started on what has happened to the plants formerly known as asters.) Given that the average person is unlikely to remember or pronounce any of those names, the plant is also called sea lavender or sea rosemary, though it is unrelated to either of those mint cousins or to the Limonium also known as sea lavender. Instead, this plant is in the borage or forget-me-not family.
The flowers are tiny but intricately beautiful.
More important than the plant's beauty, however, is its function. This is one of those wonderful spreading shrubs that will root when touching the ground, making it easy for home gardeners to propagate--or, in its native coastal dune habitat, making it a good plant for erosion prevention. Yes, this sweet little thing helps to stabilize dunes and keep the beach from washing away.
Sea lavender (or whichever of its names we decide to use) is also a major nectar source for butterflies, as a close-up of its blossoms would indicate.
The purple shading and shallow crevices are nectar guides, helping pollinators find their way to the good stuff, and ensuring the next generation of both pollinator and plant.
Beautiful and useful: what's not to like?
But an addendum: this is a place-bound shrub. My reading indicates that planted even a few miles inland from its coastal habitat, it is prone to disease. But good news for South Florida friends: it is native to the coasts of your region and is often available from native plant nurseries. Given that it is endangered in Florida (though seemingly common in Yucatan), including it in beachside gardens would seem to be a good idea.
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