E-matrix: is it extremely painful? Are the results worth the pain?

It would have been helpful to know what aesthetic problem(s) you wish treated. Generally speaking, the complaint of pain is not uncommon with this type of device, and the reliance on topical anesthetics to reduce it, leaves much to be desired, as your friend found out the hard way. However, the first question to be addressed here is whether the treatment is even worth the expense and discomfort engendered by its use. The unfortunate fact is that for this device, as well as so many of the other energy-based laser, RF and ultrasound devices, the hard science to support their use lags woefully behind the heavy marketing to promote these expensive "bells and whistles." You would be wise to make sure that you are consulting an experienced, board certified cosmetic dermatologist. Best of luck.