Please consider that the company really has no other viable option.
If they do not ban accounts in such cases they will see a huge rise in people purchasing stuff, disputing the claim to their bank and keeping or selling the stuff without having paid for it.
So, while it seems very unfair to your friend you cannot really blame the company for handling it the way they do.
Now, we can debate if there should be better security measures - but we can also debate that some people shares their login and thus could be a fault themselves
If they do not ban accounts in such cases they will see a huge rise in people purchasing stuff, disputing the claim to their bank and keeping or selling the stuff without having paid for it.
So, while it seems very unfair to your friend you cannot really blame the company for handling it the way they do.
Now, we can debate if there should be better security measures - but we can also debate that some people shares their login and thus could be a fault themselves