Check yourself cos it's possible you are struggling with greed.
for me it's not greed, but he just has faith that the coin will rise higher in price in the future.
and maybe he invests in hex for the long term and has a target to achieve. so that even if the price goes up 40x he will not sell it because he has not reached the target he dreamed of.
there are some people i know like your friend, they still have coins from 2017 until now they have not been sold even though the price has reached 100x. the reason is to have a target in the future