I agree. My first chinnie, Chilla, was all by herself in the pet shop for 4 months before we bought her (which was also the reason we bought her) and she wasn't handled very much (if at all). It was very hard to bond with her, but she's definately coming around, and the time it took to bond with her was definately worth it.
Chilla's cage is in our living room so she gets a lot of attention and we let her out a lot, but still she won't let us hold her for too long. She's just now starting to accept us as one of her own (after almost a year!) and now she even lets us pet her and she grooms our hands in return. When she's out to play she hops up on the couch and sits on our laps and now she runs around and plays without even being scared.
If your friend needs help with starting to bond with him, tell her to talk to him a lot and to put her hand in his cage with some broken up shreeded wheat in it (unsweetened and no flavors added). Tell her not to try to pet him or anything and don't pick him up. Let him come to her -- that's the best way. If she tries to rush the bonding process it'll just take her longer.
Also, I'm guessing she doesn't let him out for playtime much. Tell her to let him trust her before she starts letting him out otherwise he'll just run and hide. Eventually when he trusts her enough she can let him out (after chinchilla-proofing the room of course) and sit on the floor with some shreddies in her hand and he can play and have treats outside of his cage.
I think it would be well worth it if your friend tried to bond with the chinnie. The poor little guy is probably so lonely (he should have at least had a play mate as chinnies don't do well alone). It's unfair for him not to have social contact, she should really spend more time with him or find him a good home if she doesn't have the time or doesn't want to make the effort.
Chinchillas are wonderful pets, and they're the best pets if you bond with them. I wish her luck and I hope she makes the right decision.