[wcf] Content Type text/xml; charset=utf-8 was not supported by service

I've seen this behavior today when the

   <service name="A.B.C.D" behaviorConfiguration="returnFaults">
        <endpoint contract="A.B.C.ID" binding="basicHttpBinding" address=""/>
    </service>

was missing from the web.config. The service.svc file was there and got served. It took a while to realize that the problem was not in the binding configuration it self...