Suppose I hit a drive in the middle of the fairway, and my playing partner hits a drive considerably shorter into elements (forest, brush, etc.) in which finding and identifying the playing partner's ball is less than likely.

Some players help other players search for their ball after an errant tee shot. On the other hand, some players choose to stand over their ball and "wait it out" or take their shot in the interest of time (although the playing partner, who is further away from the hole, has not played their shot yet). One may view this as rude and unsportsmanlike, but another may view this as saving face in the presence of competition.

Golf is a sport where accountability falls onto the golfer's shoulders. If s/he commits a violation, it is honorable to let an official know that a violation has been committed. On that note, what is the proper etiquette when a playing partner is searching for his/her golf ball?