So here are a couple of house rules you could implement that might bring your wizard player on board. Rules as written states the 4e wizard gets to pick two extra daily and two extra utility powers every time they get a new utility or daily when they level. And technically, the wizard character has to pick one of the two to memorize each day.
However, just say he doesn't have to choose in advance, he can choose on the fly as the situation demands. But once he picks one of the two powers for that level he is locked out of the other one until he takes an extended rest. This gives him much more flexibility without really giving him a big boost in power. He still only gets to use one 5th level daily in a day, he just doesn't have to pre-choose the one he memorizes. This also makes the Expanded Spellbook feat really good, but I think that's fine.
The player in my group that always goes Wizard was put off by 4e as well when we didn't use Rituals a lot right away. I'd say that Rituals are THE KEY for 4E Wizards and making them versatile. They are there for a reason; use them.
Lost the last paranthesis there, Plane: Rituals (4E) - Hastur
Um, the 3.5 cantrip Prestidigitation allowed you to do the effects you describe above for an hour, which is a bit more than 24 seconds....
Right after 4e came out, we ran a single session of KotS, using only the rules found there-in....
...He was extremely frustrated with the way the 4e wizard played and felt. It felt extremely de-powered to him, and not having any rules for rituals (KotS rules, only) really killed the utility aspect of wizards.
You might encourage him to look for it in different places (character/team synergies, for instance) to get the same kind of rush, but it could be that 4e just won't provide the enjoyment that he's looking for.
Unfortunately, attacks that are indistinguishable from any other attacks (the same push-n-pull mash as everything else) just doesn't "feel very magical" (TM) to me. It's not about how much damage you deal, it's not about how frequently you do it, it's all about how "weird and wonderful" magic effects feel.
Lost the last paranthesis there, Plane: Rituals (4E) - Hastur

(Dungeons & Dragons)
Rulebook featuring "high magic" options, including a host of new spells.