Great Britain's men's curlers failed to land the bronze medal after an 8-6 defeat in their play-off with the USA.
Britain saw their medal hopes crash in Pinerolo
After a heartbreaking 4-3 semi-final loss to Finland, Britain set up another thrilling climax as they battled back from 6-2 down after six ends.
Skip David Murdoch's three-point haul on end seven reduced the deficit to 6-5 but after another point each, the USA pulled away on end 10 to seal victory.
Canada later took the gold medal after crushing the Finns 10-4 in the final.
In reality, Britain had always been chasing the game after American skip Pete Fenson's dramatic double take-out in the third end scored three and put his team 4-1 ahead.
Fenson scored two more in the sixth to leave Britain with a mountain to climb to get back into the game.
Murdoch's last-stone double take-out in the seventh gave Britain a triple but the Americans stayed clear and took the last-stone advantage into the final end.
Despite Britain's best blocking efforts, Fenson held his nerve to draw in his final stone for 8-6 and spark celebrations among the American fans.
It was a sad finale to a promising tournament for Great Britain, who consisted of Murdoch, Ewan MacDonald, Euan Byers, Warwick Smith and alternate Craig Wilson.
Murdoch's men had led the round-robin stage with six wins from their first seven matches before running into bad form, finishing with four defeats in a row.
Britain's women, skipped by former defending champion Rhona Martin, failed to make it to the semi-finals.