Having lived in the South long enough to mildly dislike it, I wouldn't say that Southerners are friendly. They are polite, and only when someone whose opinion they may care about is around. Midwesterners are more apt to be friendly, but with far less concern for politeness.

Southern conversation:

  A:  You know, B, we have been friends for a long time.
  A:  I think you ought to know: I'm homosexual.
  B:  Oh, bless your heart.  Thank you for telling me.
  B:  I'm gonna pray for you, A.
  B:  [never speaks to A again]

Midwest conversation:

  A:  You know, B, we have been friends for a long time.
  A:  I think you ought to know: I'm homosexual.
  B:  No duh.  When was the last time you looked at yourself?
  B:  Why do you think the rest of us call you "Mothball"?
  B:  Stays in the closet, and also stinks.
  B:  Guess we'll have to come up with something else now.
  A:  You're a great friend, Farticus.