Was the wheel actually in front of the LBS when your friend bought the tube? If not, I'd say who knows where the fault lies. I see it happen all the time. Ask any poor LBS employee. Schraeder vs Presta? Long valve or short valve? 20, 23, 25, 28, 35? 650 or 700? It's enough to make 'em all go gray.

And I've seen tube mislabeled. It happens.