Everyone who reads and thinks about one of these type of questions ads their own info to the question. So, when you hear "friend," some think of a buddy from work who's nice, but you could lose him. Others think of their best friend from forever who kept them from making a huge mistake or helped them move a body. You can't lose a friend like that. A big man, like myself, assumes he'll be able to save the person no matter what, whereas a smaller person immediately thinks about how they'd never be able to lift someone. Someone who has gone climbing thinks about their skill and a specific way to save both and so on.
These questions are always interesting because people say "ignore the content, it's about the choice" but the content makes a bigger difference than you think. Me? I'm a big guy, trying for a job that may actually put me in a dilemma, so I think I'd try to save him, even if it sent me to the abyss.