Always be careful of the word "best" if it's not defined. The word "best" always depends on what your values are. Nowadays opening books, game databases, lists of gambits, and chess engines usually list moves in descending order by their popularity, estimated strength, estimated soundness, etc., so that there isn't a single alternative presented. I've also found that what is "best" for a high-rated player is different than what is "best" for a low-rated player: high-rated players usually look for complicated, tactical positions where they can outcalculate their opponents, whereas low-rated players look for simple positions where they won't get outcalculated. Therefore where a high-rated player would say 1...c5 is the best response to 1. e4 since the game then becomes complicated and tactical, a low-rated player would say 1...e5 is the best response since the game then becomes simple and positional.
Therefore I assume "style" comes from some background philosophy that often chooses moves that aren't the top recommended moves, or (as in the case of Tal) chooses moves whose outcomes aren't yet known.
Whenever I read chess books or use the Chess Mentor on this site, I notice they always have one "correct" way to go about things. I suppose I agree with this because based any position, the way to get the upper-hand will be either a tactical combination or the fastest plan to take advantage of a positional weakness. But, with that in mind, how can we have style when the best solution is what the position requires?