You're getting some really good advice. Like they say above, he should continue to rush and be himself.
Your friend should also take to heart the other advice about not asking why he didn't get a bid. When I was rush chairman we had two roommates come through together. I knew we weren't going to take them but they were persistent. I edned up lying to them, telling them that we weren't taking any juniors that semester. I don't remember if I said we already had too many juniors, or if I said they were too old to match up with the freshmen - It was all a lie; I just didn't want to hurt their feelings, and they ended up pledging another fraternity.
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