your buddys definitely missing out these fish dont have a wild population anymore. aquamojo has a stunning male if you wanna see how awesome these fish can look
Its worth what someone is willing to pay for, and what you are willing to accept. There was a good looking 5.5" Male Festae for sale at $40 because no one at the time would pay $60
I sold my 2" Festae for $25, in Fresno, CA the next Festae is 500 miles away and/or $30 shipping so $25 is a bargain.
That info is specifically on Parachromis sp. "la ceiba" , and not about P. friedrichsthalii in general. P. sp. "la ceiba" might be an undescribed Parachromis(?) though I think most regard it as a regional variant of P. friedrichsthalii.
But i really have my doubts that your fish is a "la ceiba". All the pictures I have seen of this fish, they are very, very yellow in coloration. I've seen "regular" P. friedrichsthalli with more yellow then your specimen!
I think your fish is P. friedrichstahlii, though i am really not certain. P. loisellei is often such a similar looking fish, it's tough to be certain. I have yet to note any traits/characteristics that are consistent and always reliable in telling these 2 species apart.