I think if one invests in the long term, then at any time one can buy bitcoin or any other cryptocurrency. Whether or not the decision to invest in bitcoin is wise or not, it really depends on the timing and investment strategy of each. So before starting to invest, it's better to first understand technical analysis and estimate when to enter and exit the market so that we don't panic buy or panic sell.
Definitely we should not force someone on investment but we can suggest about investment in right time. It is free to provide information about upcoming news about crypto. Bitcoin has bright future and we should tell about it to our nearest people.
if your friend wants to take the risk then let him buy it at a price of $ 23k, but indeed we must also suggest installing a stop lose,
because bitcoin is still in the sell zone, the bitcoin price could have broken support $ 20k, therefore stop losing is very important !