You CAN buy just new lifters and it be just fine. Its just that you can't put the wrong USED lifter on the wrong USED lobe. It distrupts the wear pattern and causes quick almost immediate wear on the lobes. So you use new lifters that don't have a pattern yet and they will wear and break in to the cam lobe wear pattern.
Yes, that pic does show a sign of cam wear or possibly a chip off of the lobe surface. Depending on the history, use of the vehicle, life expectancy of what you want out of the motor, I'd probably just go with a set of new lifters and run with it. If you don't drive it alot, or just need it running ASAP for as cheap as possible, I'm sure it still has some usuable miles left on the cam. If you do indeed decide to go with a new cam, then I'd also go ahead and do a new timing chain set and lifters of course too.