We cant achieve our goals or reach our true peak potential if we don't make the present uncomfortable to us. We humans are able to make our best decisions when in uncomfortable situation.
It'll be a new experience for your friend if he can embrace the other side and own up to it if its not greener like he might've imagined.
I agree with you, a certain amount of discomfort is good to push one towards better results; being too comfortable could lead a person to stay in a situation that may not be suitable.