I've been using Noom for five weeks now and have managed to lose 12lbs already. Overall I'm very satisfied with the program. I love the length, tone, and content of the articles. I also enjoy the support and accountability I get from my coaches and my group. It is definitely helping to re-set my approach to food and teach me better habits.
The only downside is that the food logging database is very small compared to MyFitnessPal. It would behoove you to spend some time bulking up the database, so it is easier to log food. Some foods have strange portion size options, which also makes it difficult to log. I would also appreciate a barcode scanner function that could simply read the nutrition info off a package so that I can enter things more easily. Similarly, I have not used any of the recipes, and the list is fairly small. I'm a pretty good cook, so maybe that is focused more on folks who are just learning to cook healthy meals.
Bottom Line: Yes, I would recommend this to a friend