This is really impossible to help with without some additional information that was already gotten into.
There could be a number of things going on not the least of which is that if the friend has not given Auto Owners permission to speak with the OP, he is not getting anything.
Generally:
Almost all states if not all states exercise some purview over acceptable methods of valuation. Not all of them are necessarily in the vehicle owners best interest but they are what they are and the insurance company is bound to abide by them.
There are 3 Major estimating (and thus Valuation) Vendors, Mitchell, Audatex and CCC. Audatex and CCC certainly have the ability to download manufacturers data for most makes and models at least with respect to as built configuration, port or dealer add ons don't come over. On a 2009 Truck I'm not sure you would get it but it is not impossible.
All three of these systems have both a listing of factory options as well as aftermarket options. CCC and Audatex have the ability to add user comments and adjustments as well (this will kick it out of the automatic process and delay the evaluation). Mitchell did as well the last time I used it.
The evaluation consist of two parts:
- The vehicle and equipment
- Condition
Condition: Audatex uses 5 levels, the rating guide is a lot like a lease vehicle turn in guide. scratch larger than a credit card, x number of burn marks, seams split that sort of thing. The condition is rated then audiotex says what is average based on the year. CCC uses 4 levels that are somewhat simpler.
Now with that out of the way, not every single thing adds value many things would be considered "preferential". The method used to value in absence of a requirement will probably be comparables.
It is also true that certain things might be excluded if not declared, depends on the state but it could come into play for a truck or van especially.