Yes, but "this" doesn't imply timing either way. So if on Saturday you said "our dinner reservations are next Friday, not this Friday", that could mean — "we

Yes, but "this" doesn't imply timing either way. So if on Saturday you said "our dinner reservations are next Friday, not this Friday", that could mean — "we didn't forgot to go yesterday, we have dinner in 6 days time" (where 'this Friday' is 'Friday of this week') or could mean — "we're not going to dinner in 6 days time, we're going to dinner in 13 days time" (where 'this Friday' is 'the Friday in this rolling block of 7 days' and 'next Friday' is the one after that). Sounds very contrived, but people do use it in both ways and neither really has a dominance unfortunately.