I think I'm going to complain about a friend charging me full price for their photography.
Why don't you want to pay full price?
I think he should give me a deal because we're friends.
They are running a business and need to make money. You shouldn't expect a discount just because they are a friend.
How could he not give his friend a discount, though?
If your friend depends on his business to earn a living, then he can't give discounts out to everyone he knows. I think you should look at the situation from his point of view.