There's nothing friendly about them. He's just a smug asshole who acts like a jerk and yet gets all the girls swooning after him, has lots of magic power, and gets perfect grades. He's a jerk. And it sucks most of all, because the way he's set up in the story he's just going to keep on being an arrogant unlikeable dickwad the whole way through, will somehow end up getting together with our heroine while never changing in the slightest, and never once get humiliated the way smirking shitheads like him should. He has no redeeming features whatsoever, yet we're supposed to tolerate him acting like this? He can shove that damn fire up where the sun doesn't shine.