Rafsob- Apparently your friend can't cook or the meat was bad to begin with. I had a cousin who had bison and said it was horrible too. That was until I made a bison roast up the cabin last year with mashed taters, gravy and veggies. He sure thought it was pretty good then.
Just like any meat, if it is cared for properly before, during and after buchering, and then prepared correctly, bear meat is delicious. With a texture very similar to beef.