Rapid advances in sociological computing are changing virtually every aspect of scholarly sociological work. These changes offer an opportunity for sociologists to improve the quality of their work and bring new insights and approaches to bear on important sociological problems. Nevertheless, sociologists display a profound ambivalence toward computer work by other sociologists. Left unchecked, this ambivalence threatens to turn sociological computing into an opportunity missed. Inadequate rewards, lack of training, and a general failure to understand the importance of computing in sociology threaten to stifle the development of quality soft-ware, push sociologists competent in computing into other fields, and jeopardize the quality of sociological scholarship. This article documents these ambivalent tendencies and proposes reasonable steps the discipline should take to assure that sociological computing does not become an opportunity missed.