Hi Phil, yes iTunes only has limited WAV support and doesn't support any WAV tagging methods ( either the formal standard one - based on EXIF or the un official consumer oriented id3 based one)
So if your friend wants to carry on using non lossy files with iTunes he/she best use an Apple format which itunes unsurprisingly fully supports such as AIFF or ALAC.
It is a shame as WAV tagging with some commercial software can be very powerful, but Apple likes to steer you down it's own path.
If your friend does ever move away from iTunes I strongly recommend he/she look at WAV again.
Simon