I don't disagree that F2P needs attention given to it, and I always advocate for more pebble sinks and the like. I just dislike opening suggestion threads and continually seeing “well, on FR—” because if I wanted to play FR, I'd just play FR. :P
Sitting down to think more about it, I think the current system as it is right as this moment is fine, but there's a huge emphasis on “right at this moment.” There's nothing to compete with other players right now. There's no leaderboards. You don't need to train a wolf to the maximum level to have a steady source of Pebbles and event currency. There aren't limited time events with retiring items that will go away for months or even years. The amount of things to buy right now is such a small amount that I feel like without custom apparel as a mechanic, a lot less people would be interested in Lorwolf. So realistically, it doesn't really matter right now that moonstones are limited because there's nothing to do with them either. You don't need to gene up wolves immediately, and if you want a shortcut, you can trade pebbles for moonstones, which some people do. Even then, a majority of genes exist for pebbles (although I keep forgetting that they do, mostly because I don't look at them because my wolves need some sprinkling first).
I think the more important thing to look at here is the answer to this question: what is it that people so badly want moonstones for? Why do you feel you're at a disadvantage right now?
As a F2P player, right now I really just want customizability over my wolves. Like I said, I want to besprinkle so many of them to get better colors, but that costs moonstones. Once I get good colors for them, I'll look into genes, with a majority of them being for pebbles (luckily for me, I'm not a fan of the Stripes set, so I don't have to worry about those). The other issue is apparel, of which there's basically none of, since most of it is custom made and locked behind moonstones since they cost moonstones to make. Or different colored noses…which I'm not a fan of since I only get 5 apparel slots.
However, this doesn't put me at an inherent disadvantage against other players. I'm not losing anything because my wolves will be without clothes for another month or two (except maybe Pageant, but I make it a point to vote wolves who would definitely not win under normal circumstances for this reason). That seems like a typical curve for joining new games when you don't have much funds anyway.
The second thing is I wish I could get the three non-starter breeds, but I'm just biding my time waiting for the prices of those to go down, and they will at some point. It's inevitable with how quickly wolves can have puppies. But again, that doesn't put me at a disadvantage that I feel the game is pay-to-win (again, emphasis on this moment. I know once I finally unlock the second Mining location, this will start becoming annoying).
Since you need 10 shards to craft an actual moonstone I think the droprates of them should be increased, or the crafting amount should be lowered to 2-5, and the cap (which I haven't even run into yet I don't think, unless it's a silent cap that doesn't tell you that you hit a limit) should be removed. This would be the easiest way to help the F2P crowd. The second would be having the first profession upgrades cost pebbles and not moonstones.
This is an important discussion to have, sooner rather than later, of course. At this point in time, though, I really don't think anyone is being punished. (unless you want to dress up your wolves. that one hurts so bad right now)