LOL
I went there last year for a few days to train. First of all if your friend expected to be treated like he was royal, someone super special, or a regular student/training partner for spending money to attend a "Worlds" camp he's probably expecting too much. During my visit I didn't feel unwelcome. It was no different then dropping in any random gym other than the fact it was AOJ (a big name gym). I think your friend has unrealistic expectations. As far as how they run their gym, how the regular students/assistant instructors carry themselves...who cares? It's Socal. It's a different culture and part of the country.