I noticed "Friend/Friends" a lot more on our most recent trip a few weeks ago, and I admit, I found it a bit -- off. Not only was the word kind of new in an adult context, it was how much it was being used; it seemed like CMs were going out of their way to address people by a term, when on past visits they had not done so very frequently. (Clarification here; I'm speaking of up-close interactions, not the CMs working the mic in the ride pre-shows or as MC at shows; it sounds fine when they do it.)
What struck me most was that unlike in the past *every* CM interaction suddenly seemed to include being addressed directly as "Friend". I noticed it most with cashiers. In the past, most of them said "Hi! How can I help you?" but now it's "Hi, Friend! How can I help you?" Also sometimes the CM's at the end of the queue, who used to just politely ask "How many in your party?" but are now often saying, "Hi, Friends! How many in your party?" It's usually unnecessary in those situations, so in that context it sounds rehearsed and insincere.
Honestly, if they MUST throw in some kind of extra honorific, I'd prefer "folks" or even "y'all", because to me "Friend" as a mode of address in one-to-one interaction with a total stranger reminds me of either visiting a Quaker religious service, or someone trying to break up a bar fight.
PS: FTR, I never much was a fan of CM's out in the middle of the park addressing children as Princess/Prince; not because it was gender-specific, but because it kind of put kids on the spot in terms of interacting with an adult stranger when they might not want to. My DD absolutely hated being called Princess when she was little, and she never hesitated to let the CMs know it; she would grind out "DON'T call me Princess! and leave me alone!" every time it happened. In recent years I've sometimes noticed CMs calling costumed children "Your Highness!" which seems somehow to be a little less presumptuous, and also has the bonus of being gender-nonspecific. (Kids tend to love getting to feel like a grownup is showing them extra respect, and "Your Highness" ticks that box. It also seemed to go along well with the longstanding park CM schtick that the "Disney Royal Families" were supposedly their bosses.)