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Thing is with ebooks the author should make more money, there's a wider accessible market, lower production cost. But publishers moved to close the market and to increase the selling price whilst at the same time accruing the added profit from the reduction in production cost.
The blame here shouldn't be on those buying the books who refuse to be screwed by the publishers.
Readers don't care about the booktrade, they want to read books and have authors rewarded for writing them, the booktrade somehow doesn't seem to help much to this end.
Instead of starting a Patreon, perhaps your writer friend could sell books to readers rather than to a publishing house?