Friends are cheap. Stii vorba aia, frate ca frate, dar branza e pe bani. They're expecting you do to do it for free/cheap, and you expect them to pay you more just because they're your friends, even though it would not be fair!
Last night a friend contacted me to make a logo for his dad's construction company. I know he didn't even think of having to pay. I said that I will try in the next couple of days, but my motivation isn't strong enough.