very true!
-----> in fact I created a new AFNI user the other day.... They were using matlab to do some non-linear fitting on about 40 subjects. For each subject there was about 50 sets of time series that needed processing. It was taking matlab around 3 hours per subject (using his newish PC). Using 3dNLfim this time shrank to around 10-20 minutes and with scripting I was able to process the entire series of data in about 10 hours (on a Macbook). I had the script spit out group average functional maps and the corresponding time series for several different regions of interest. Needless to say they were immediate converts.
-----> AFNI "evangelist"