Foam Rolling?

I've started and stopped post-workout foam rolling several times over the years. I usually stop because I hate it and it hurts (yeah, I'm a baby). But I know (or I guess I should say I assume) the more you do it, the less it hurts. I do all the appropriate warmups and cooldowns, but I figured adding foam rolling will just be one more good thing for my body.

Anyone out there foam roll, or have strong opinions about it either way?