Hi and welcome Sardy, (despite my username, my name is Neil
I was thinking about routing it under the lip (if you're talking about the spongy stuff), I had previously done this with a iPhone charging cable, but this usb cable was too thick for that, so I removed the panel along the edge and fed it under the carpet. Careful with that "lip" stuff. A piece of mine came unstuck and it took some a few doses of superglue to set it back down. It's still not 100% right...
I found the drinks holder section all but inaccessible without first removing the seats to then remove the entire armrest/centre console (from here I WAS hoping to route it through next to or over the top of the cigarette lighter, obviously that didn't happen). Really, ease was my reasoning for doing it the way I have. I took apart as much of the arm rest as I could without removing everything (seats etc) and found no easy way in, So I decided to just route it through the redundant cigarette lighter bracket (I had to remove some of it with a blade to allow the end of the cable through).
If your friend is able to get the seats out and remove the centre console, then I ASSUME a cable can be fed up from underneath and come out from behind to near the actual cigarette lighter in to the drinks holder area (the sliding cover might prevent this from happening). Having not checked, I can't be sure.
With my cable as it is, it's held firmly by the side panel tucking under the armrest, essentially nipping it in place. I pulled through just enough to easily lift it up to connect devices, but low enough that it wouldn't prevent the lid from pulling shut without moving it. I'm not sure any other route will allow this. I might put a grommet over the hole in the future, though to be honest, it doesn't really bother me as it's either covered by the flap or a phone/iPod. If the hole was to bother you, just cut it on the drivers side so you'll never see it
I hope that covers most of what you're after. I'm away in France at the moment, without my car, so I'm doing my best from memory. Anything else, gimme a shout and I'll reply as and when.