That won't work, Slava, unless the
Reader is registered to the friend's Connect Account.

If it were, then tofuman could download his books directly from the Store himself.
What you have to have to buy books from the Connect Store is a credit card with a U.S. billing address on your Connect account.
So, here's a scenario: you get your Reader, install the software and register your new baby with the Connect store. Now all you need is to add a U.S. addressed credit card to your Connect account.
So, tofuman, if your friend is willing to let you use his card on your account, you should be able to order books directly, no sweat.