I tried to run a "ritual friendly" 4E game. But even with encouragement from my side, I still felt that,with a few exceptions, out of combat magic had been too toned down. And we know that in some campaigns, rituals where hardly used at all and utilities where pretty much all for combat.
Yeah I ran a many-year long 4e campaign and even the hardcore tactical players just barely used rituals until just recently despite me encouraging their use from the beginning.