this video is worth your precious 12 minutes.
Even if you don't care for WCF (can you really afford not to?)

I've used almost all versions of WS* technologies from
Microsoft, and have to say that Web Service Software
Factory v3 is really making things easier... But if you are
newbie starting with such high level tool will be probably
exciting at the beginning and then grow into huge frustration.
The amount of stuff that is happening bellow the surface is
mind boggling, so when (and it is just the question of time)
you need to open the hood - you better be prepared.

Btw, one thing that the video doesn't show is if the changes
done in the source code sync back to model. I hope they do...