There was a time not so long ago when it was of value to a company when a friend of yours recommended that company’s product(s). It may still be..
But in this age of hyper-customisation (of many products, not all), a friend’s recommendation doesn’t carry as much weight as it used to.
1. Recommending has become easier, and it’s not always done for the reason you care about i.e. that the product is good. And that your friend has you interests in mind.
2. Products can often be tailored on an even more granular level than your commonality/match with your friend, what they like no longer falls within the same crude group as what you like.
3. There’s probably some shift in “individuality” vs. “peer grouping” to be mentioned here.