Or alternatively he just wants his friend not to be forgotten so quickly. I have done similar acts for friends that I watched die in Iraq and Afghanistan. I never did for anyone's attention. But I made the memorial, stayed for a few hours and told the bartender he could pour it out whenever he had to make room for other customers.

Not everyone is a self-serving cunt, this is no different than reddit users showing their dead loved ones on to their sub reddit of choice. You just want to expand their legacy and not have to grieve alone.