A lot of it is institutional buy-in.
Your group might be buying single licenses or something, but pretty much all reasonably big research universities in the US have either a site license or a college/school-level license -- like maybe the whole College of Engineering or whatever.
A lot of engineers (non-CS guys) REALLY like Matlab because it's extremely easy to use with good visualizations and with all the toolboxes and stuff, you can do whatever you want. So you get a lot of ME, EE, CE, other guys saying "we want Matlab" and all of a sudden you have a good reason to get a site license.
Add to that that many computer vision researchers are really EE or applied math guys who aren't going to use some other language/tool and it boils down to free Matlab (because you have the site license) or free Octave (because it's free) and they take Matlab because it's more full-featured. Particularly, until the last few years, the plotting/visualization stuff under Octave was some mix of incomplete and very hacky. The situation has certainly become better, lately, though.
Also, as of say...2006? Matlab was considerably faster.
Also, at conferences, etc, it's easy to find books about Matlab and a salesman with a little booth who's happy to talk to you and they also advertise elsewhere a good bit.
I don't think anybody's preaching Octave, actively, except for the choir.
Edit/addendum: I think Octave is great. Just explaining why I think people choose Matlab.