What this seems to be to me is jealousy over his friends being more advanced in the new expansion and since he said he skipped everything prior to EW, feels that they should do the same with EW too. There was no mention if these friends hated their own progression through msq.

I imagine he saw them all enjoying it for the most part and feels left out. I mean sure he doesn't enjoy the story, but I think it has more to do with the feeling of being left behind, because his friends had more time to advance and progress to reach the end of the current content. This feeling can ruin a good thing if you let it. If your friends are what you claim as "friends" they will support and cheer you onward through the msq.