With the July Development Update comes 5 companions that are exclusive to a referral system. It seems that you need to refer 5 friends to get them all, and these 5 friends need to get a total companion level of 50 in order to unlock these companions. That is not only a lot of friends, but a lot of time to put into a site with a unique gameplay loop that the average person won't be grinding out for hours daily.
There are many reasons why this is an issue, but a glaring issue is release time. There are over 7000 accounts on Lorwolf, and many of these are our own friends. However, there is no way to retroactively apply referrals to existing accounts.
When Lorwolf's Kickstarter was ongoing, I linked it to a large pet-site server I'm active in, and many people I talk to in there regularly started playing. I'm sure we all would have coordinated to get referrals spread out so we all had a chance at getting at least one of these companions. However, this is impossible, since none of us can put down referrals.
That being said, I am suggesting a "grace period" (if not a permanent addition) for existing accounts to set referrals.
To keep this fair, it should potentially be limited to accounts who signed up prior to this update's release, however I am not against it being a global addition to all accounts.