I\'m able to add a ServiceRoute to my WCF .net 4.0 service with a .svc extension by following these posts:
However
Ron Jacobs has a great post on the topic - you need to use a ServiceRoute
to achieve what you're looking for:
As he shows in his follow-up post, WCF Data Services and ServiceRoute, the resulting service document does indeed also reflect the change and shows the service URL without the .svc
extension.
This stuff requires the ASP.NET routing support, which is fully present in .NET 4 (and can be bolted on in .NET 3.5 SP1, if needed)