The airlines DO make it a "big deal", and you'll find it detailed in the booking process, the ticket rules, and the fare basis - NO NAME CHANGES ARE ALLOWED.
The name must match the passport exactly. It's got a lot more strict since 9/11, but basically, your friend has no choice other than to buy a new ticket.
Sorry if that's not the news you wanted to hear, but there is no way an airline will allow a name change on a ticket at present.
... maybe you should have just bought the ticket for the right name to start with...?!?! (sorry if that seems like a flippant comment, but why on earth would you buy a ticket in a name that doesn't match your passport?!?!)