Here is the problem. Most of the people you see using them, do not understand what they are doing with it, they have seen others use them and then start to use them themselves with no plan in place. Just like with all exercise there needs to be a plan and a reason for what you are doing-I feel that program design is very important when using a foam roller; along with understanding why you are foam rolling.
More specifically you need to understand which muscles are tight, which are loose, and which are weak and need to be strengthened. Once you understand this, you can use foam rolling to release tension in the muscle, stretch the tightened area, and then follow it up with strengthening through active functional movement.
When working with new equipment we need to understand the reasoning behind it and not just take the information at face-value. Just because broccoli is healthy doesn't mean we should eat it for every meal; we know that we should vary our food intake so that we are getting many different nutrients in our body. Same goes for foam rolling and self-myofascial release; vary the equipment, muscles, and exercises and create a plan for corrective work. Unsure what to do?
I am excited to be able to help you on your journey of fitness while aligning and strengthening your body for better posture, performance and less pain.