Looking at it from a slightly different angle, one I find most illuminating, removing "friction" is like removing "difficulty" from a game, and "friction free" as an ideal is like "cheat codes from the start" as an ideal. It's making a game where there's a single button that says "press here to win." The goal isn't the remove "friction", it's the remove a specific type of valueless friction, to replace it with valuable friction.