"Flushness" is a relatively new phenomenon in the auto world, but it's one that Lexus people have taken to with aplomb. Here's the definition from the guys who coined the term: "Hellaflush is all about car styling while being functional. It focuses mostly on exterior aesthetics while tipping its hat to the performance side of tuning."
Low offset, low ride heights, tucked tires... The focus is on fitment and driveability, not pure looks or lowness.
Bright wheels, air bags, and tasteful body mods are a great start. He doesn't even have to add crazy camber to tuck his tires because his wheels aren't some crazy offset. No question, he could probably go bigger, but we like it this way.