I wouldn't say it's f2p friendly at all. Not gonna try and figure it out, but for f2p to get 6 2 star ships is gonna be a very long time even if they got the exact toons in shipments they need every single refresh. So to compete with anyone that decided to throw money in will be impossible for the forseeable future. Plus the matchmaking for shards is not good at all.
Will take forever for f2p to move up in rank and whales will have zero competition it seems. Like the TI dude who is first in mine, he will never fall from first and will spend his time autoing battles vs lower ranks everyday. At least I can improve my team and move forward eventually until I hit the paywall. He will just sit there day in and out. I actually feel bad for him that I won't be able to compete. I've paid for power before in games and it gets boring so quick when every battle is a cake walk. Then game just becomes about collecting stuff, which is why I assume devs have been rolling out so much content lately since they have everything already.