Do you think it's wrong to compensate friends who help you move with pizza, booze, money, or other rewards?

Had a bit of a disagreement with someone. The person said that if someone offered her payment for helping them move (even something like pizza), she would be insulted. While I think it’s great that she genuinely wants to help, and sees it as no big deal, I don’t agree that it is an insult to offer rewards for people who help you with a difficult task… even if they are your friends. Sure, being selfless can have its place, but why would it be wrong to offer someone payment or some other type of reward for putting in hard work for you? Even if they are your friends?