I'll use Plain for my wolves that otherwise have excellent colors, but just one (or two) that don't work for what I want. If I sell a wolf with Plain, I'll try to put it in the name that they have it. Usually, I limit myself to just one Plain marking, as I personally feel that using 2 or more defeats the purpose. Granted, I do have a few wolves that have 2 Plain but in my defense... I was using a covering CA to hide the unwanted colors (and still ended up using the CA, but at least I have a good amount of Plain stockpiled thanks to Marvin).
I prefer not using plain because I like the challenge of making a wolf work, but I don't mind its existence. Everyone should be allowed to play the game the way they enjoy the most, and if other people would rather turn a bad color plain to create the perfect wolf, they are free to do so.
The one time I can see myself using plain is on old wolves or ones I'm emotionally attached to. They won't leave my den anyway, might as well make them prettier :'D