I keep playing because I enjoy the game and the community that has formed offsite. A lot of it is the community. Another huge thing is the CA system. FR is far too strict with their lineart rules for me to make skins or accents for them, and PCE is pixel art which I can't do. The art for LW, however, I CAN do and very much enjoy, so that's another thing keeping me here. I like having motivation to draw, I need it.
Wild wolf hunting is pretty much the only place any money is at unless you have a very niche kind of pup to sell, and even then those pups will only retain value for as long as you can keep that color combo monopoly. Once other people get those colors/patterns the undercutting gets insane. The knucklebone tokens you get from leveling wolves to 10 and from failed wild wolf encounters can be sold for more moonstones, so that's at least one motivation to release wolves.
During events, releasing wolves will give 1 ticket per wolf (UNLESS the event is for YOUR pack, in which case it'll be 2 tickets), so there's another motivating factor.
I will say though, I can feel my passion for this site dying, and it has nothing to do with the site's direction or anything. It's just because I managed to find a triple potato wild wolf and feel like that was my peak, the only way I can possibly top that is by getting a golden unicorn or finding a quad wild wolf and both of those are incredibly unlikely. I'm probably more likely to win the lottery than find a quad and I am not paying the equivalent of $1000 for a png of a horse. The drive isn't so strong any more, I'm satisfied with my wolves, but I stick around because of the people. I can live vicariously through the community haha