He said $5000 under sticker, so thats around $28000 US. I picked mine up for $6000 under sticker because the 2005 gto was coming out and it had a superior engine for the same msrp, so they had to put major discounts on the '04 models in order to move them. And I'm sure your friend will disagree that the GTO has a bad style, the exterior is a little bland because its a sleeper, but the interior is by far the best interior of any sub $40000 sports car, and the exterior is easily made to look a bit more like a sports car by changing just a few things (as I did to mine). Another problem was poor marketing (or lack of), did you ever see a GTO commercial? If you did then you probably watch the Speed network as they rarely played commercials on any other channel.
I consider the GTO is by the best sub $40000 sports car currently on the market, partly because it has the most powerful and easily modifyable engine currently available (yes there is a 425 hp version of the charger now, but its msrp is over $40k and a ---smurfette--- to modify), partly because it has easily the highest quality and most comfortable interior, and partly because you don't see them on every corner (less then 40000 made in its 3 year production time). Another nice thing about the GTO, when you see one you know its either fast or really fast, when you see a mustang or charger it's most likely the v6 versions. And stock, its faster then the new mustang, new charger, magnum, 350z, g35, and every other currently available sub $40k muscle car. Personally I've raced a 350z, magnum, and a new mustang, and I beat every one.
Next time you see your friend, ask him if he likes his car, I have no doubt that he will say he loves it. Literally once a week, someone gives me a thumbs up or tells me how much they like my car. I have a lot of stories I could tell about random, strange events of people telling me how much they like my car, but I think I've ranted long enough.