I'm a mix of both. I want my level 10 wolves to have companions that match their colors/type, but I 100% dislike companions that don't give pebble rewards, lol, sorry quillara and snowcat. I've only made a few special exceptions for hunting and appearances (e.g. Livia, Lucky, Divoky). Everyone else has something that's color/type-coherent and also gives high pebble rewards.
Editing to add: I think it's the principle of it, that every "sub-optimal" companion costs me 100p per nana interaction. I just don't want to be charged unnecessarily lol
@Husky The rewards are for sure something I should be taking into consideration as well. There's basically no use to me for anything but pebble rewards and XP rewards, and even XP stops being useful after a while. I think that goes for most people, pebble rewards are just so much more worth it in my opinion. I don't use Nana, but my den is a lot smaller than yours, so I can't really comment on that :p
@Wolfe I feel that, it's hard for me to match companion colours, especially because I am more casual on here and there's just not many companions accessible to me (or in general, compared to FR, as I am used to that game as well XD.) The cooldown is incredibly annoying to me because I am simply on autopilot most of the time and I will forget to take them off when it's over.
I'm not really sure what's the absolute best companion-wolf combos for everything, but I do try to synergise according to some posts from a while back that I have to reference when I switch everything around. It's just that I am not nearly as rich as I want to be to be able to buy all the necessary companions-- hopefully that will change as more get added.