"user friendly" is a marketing term. And that's really the whole problem. From an individual's perspective it actually means: "how my other OS worked [and how I expect others to work]".
Most of the common proprietary GUIs are marketing devices - in that they strive to be distinct from the competition and provide something new/different just "because". Usability is generally sacrificed because the GUI has to make an impact, be "innovative" and grab the headlines - hence windows 8 "metro". These kinds of duff decisions are usually shareholder driven.
The command line is user friendly to a person who knows how to use it. A clunky GUI, especially with huge buttons designed for touch screen may not be user friendly to everyone. A lot of people found gnome 3 user friendly, a lot did not, etc.
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