I'd say it's time to learn it. There is just so much capability built into it now from MS plugging it into every product they're turning out these days... It just seems crazy to not develop a good skill set in it.
"The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood"
- Theodore Roosevelt
Author of:
SQL Server Execution Plans
SQL Server Query Performance Tuning