I am not an expert on this, but I TimeWarner/Road Runner is my ISP & I think I can answer your questions.
1st, to my knowledge there is no way to change th MAC address. It is embedded in the firmware of the cable modem & can't be changed.
2nd, when someone subscribes to RR, the cable company will either run a new cable into the house if 1 doesn't exist already, or they will simply use the existing cable (much like you are trying to do). It is my understanding that out at the street, where the cable from you house connects to the cable main, the cable company can install "filters" that let certain signals through. They can let through, or prevent, any signals that they want with these "filters". I'm guessing that the cable running into your friends house needs to have a "filter" put on the line by the cable company & the only way to get that is to subscribe.
One other thing to note is that the cable modem must be supported by the ISP. If your friend got his cable modem from someone who was not using RR, then there is a pretty good chance that is wouldn't work no matter what you try.