When stretched in one direction, most solids shrink in the transverse directions. In soft silicone gels, however, we observe that small-scale topographical features grow upon stretching. A quantitative analysis of the topography shows that this counterintuitive response is nearly linear, allowing us to tackle it through a small-strain analysis. We find that the surprising increase of small-scale topography with stretch is due to a delicate interplay of the bulk and surface responses to strain. Specifically, we find that surface tension changes as the material is deformed. This response is expected on general grounds for solid materials, but challenges the standard description of gel and elastomer surfaces.