Focus is given on the macroscopic and microscopic experimental works realized during a decade on the clear case of itinerant metamagnetism in the heavy fermion paramagnetic compound CeRu2Si2. Emphasis is made on the feedback between the band structure, the exchange coupling and the lattice instability. Sweeps in magnetic field, pressure and temperature feel the pseudogap of this strongly correlated electronic system as well as its equivalent CeRu2Ge2 at a fictitious negative pressure. Some mysteries persist as the complete observation of the Fermi surface above the metamagnetic field HM and the detection of the dynamical ferromagnetic fluctuation near HM. The novelty of the bilayer ruthenate Sr3Ru2O7 is discussed by comparison. Despite differences in spin and electronic dimensionality many common trends emerge.