When ITIL v3 was introduced I was strongly involved in its launch in The Netherlands. At the time I was portfolio manager Service and Performance Management at Getronics PinkRoccade (also known as old Pink Elephant) and ITIL was cornerstone content for us. It was an interesting experience to see how little appetite for change their was among the ITIL consultants and how much the image of ITIL was already tainted by bad implementations (and you should and do not implement ITIL anyway).
Now, we see the introduction of ITIL 4 and I feel a bit mixed about it. It seems at one side that the expected update will add value to the existing material. That is a good thing. At the same time I realize that most of the new ITIL will represent what many of us ITIL consultants were saying for a long time. And that means that ITIL is still treated as a computer program instead of the management guidance it is supposed to be.