It's turning into the story of the London Olympics for Team GB.
After three days of brutal competition, Britain's sporting best are the also-rans (with the odd obvious exception of the men's gymnastic team).
After Mark Cavendish disappointed in the road race, it was the Aquatic centre pool on day three where hopes of gold coloured medals faded away.
Tom Daley and Pete Waterfield, Britain's brightest hopes of a medal, failed to even get in the top three after a promising start in the synchronised 10m platform dive quickly faded into disaster and anonymity.
Afterwards Daley became the target of a Twitter troll who accused him of letting down his late father.
Daley retweeted a message from user Rileyy69 which said: "You let your dad down i hope you know that."
Daley responded by tweeting: "After giving it my all...you get idiot's sending me this..." Daley's father Rob died in 2011 from brain cancer.
In the evening session in the pool Team GB's swimmers came painfully close to pulling off a medal sensation - but in fitting with the general story, didn't.
The roof almost lifted right off the Aquatic centre as the crowd thought in each race that Robbie Renwick, Gemma Spofforth and Liam Tancock might make it.
They all showed promise at the turns but just couldn't convert into a medal.