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If it’s Wednesday, “Friday” or “this Friday” would describe the day in 2 days. “Next Friday” would be 9 days away. I think it’s clear and have never had an issue with people not knowing which day is being discussed. Maybe people around here are more consistent about it than other areas?
I’ve only heard this said by Indian people, so I’ve been assuming that when I see it written online it’s Indians. Per that link it looks like all over the US it’s at least occasionally used. That’s crazy, and I can’t stand it; hopefully this doesn’t become standard.