I've regretted that Octave hasn't done for Matlab what R did for S. I understand some of the cirumstances that made this happen, but I'm deeply saddened of the entrenchment that Matlab has in scientific computing. It's getting chipped away little by little at the edges by Python, and to a lesser extent by Julia, but Matlab still is strong. And yes, some uses of Matlab can be replaced by R, but overall the two package…
R was much more programmable that the other systems (except S) in that time -- while the R language is not pretty, the scripting languages in SAS, Stata etc. were much worse. So R provided an improvement in people's workflow. Whereas Octave is just a free version of the same language as Matlab (with some small improvements).
So, switching from SAS, Stata, SPSS etc. to R provided an improvement in productivity, but switching from Matlab to Octave does not.