What is not stock about his rig? I agree with [USER=18221]@BLACKJKU[/USER] regarding pressure. What tire is your buddy running and what pressure? That would a good comparison.
For reference I just swapped my OEM Sahara springs/shocks for OEM Rubicon springs/shocks and the ride improved in my mind, but it's not "softer". The springs have a higher rate and I like that. I find that these springs and shocks compliment each other but they were essentially new takeoffs. If your shocks are tired your system will be underdamped and will feel bouncy. Couple that with higher impact harshness from tire pressure that is too high for the conditions and it would be uncomfortable. Every impact will keep on giving so to speak...
