Emma Pooley came close to adding yet another medal to Team GB's haul on Wednesday as she hammered through the streets surrounding historic Hampton Court in the women's time trial.
After a drought in the early days Britain had hoped to put the home advantage to good use.
But Pooley's time of 38mins 37secs was not enough as she was edged out by an extremely strong field.
The entire race looked promising for Pooley who, after a third of the race was in fourth place, just a second off the medal places.
At the second time check Pooley had managed to improve and had moved into silver medal position.
But she failed to turn the screw in the final stages to add to Team GB's cycling medal haul.
"It wasn't fast enough, but you can only ride your hardest", Pooley told BBC Radio Five Live after the race.
The structure of the time trial means that the fastest riders go out last, so an early leader can easily be pushed right to the bottom of the pack.
Great Britain's Emma Pooley during the Women's Individual Time Trial on day five of the London Olympic Games at Hampton Court Palace
Streets around Hampton Court and the surrounding Surrey countryside played host to the women's individual time trial.
For Armitstead the race was described by some as a "very fast victory lap" after winning silver on Sunday in the road race.
She was not expected to win a medal but still put in a stunning 39min time.
Thousands of Team GB fans, draped in Union flags cheered on Armitstead who was looking to bring home a medal in sensational style as she did in the road race on Sunday.
There had been fears of rain showers ruining the event, but after a early drop or two, the sun held out - unlike on Sunday when torrential downpours soaked the women's road race riders.