Team GB fought back to take the match to the final end but Italy kept their nerve
Team GB's men were left to rue a shocking first end as a stubborn fightback against hosts Italy in a throbbing Cortina Curling Stadium was not enough to prevent their first defeat of these Winter Olympics.
After winning their opening two matches, including against the Swedish rink who beat them in the gold-medal match four years ago, the British team went into their second high-grade encounter in two days in a strong position.
However, a horrendous first end - during which the Italians stole four points - left them chasing in front of a raucous home crowd armed with horns, bells and whistles.
These British players are the world's top-ranked rink for a reason though, and they slowly reeled in Italy, levelling in the ninth end.
However, the local favourites held firm in the last to win 9-7 and add the scalp of GB to that of the Swedes, who they beat in their opener.
"We had to dig deep and we played nine really good ends and controlled it from there, but we just couldn't do enough to get the win," lead Hammy McMillan told BBC Sport.
Seven wins from the nine round-robin matches will guarantee a place in the semi-finals - fewer may well still be sufficient - so Bruce Mouat's rink are still in a strong spot.
GB's women are next on the ice, playing their second match against South Korea at 13:05 GMT. The men will return to the rink on Saturday, when they face the Czech Republic, also at 13:05.
The horrified looks on the faces of the GB curlers said more than words could about that appalling opening end.
Lying one as Mouat threw his final stone, they took a risk in an attempt to claim two, but could not have anticipated just how badly it would go. An unfortunate kiss left none of their red stones in the house but four yellow Italian ones in position.
That might have caused some rinks to unravel but this Scottish quartet are the world's best, and soon righted themselves.
The sides traded singles before a fabulous final Mouat throw - aided by the intervention of the big compass to measure who was nearest the button - ensured GB claimed two to get back to 5-3.
Another splendid team shot - Mouat's throw, Grant Hardie's judgement, and the ferocious sweeping of Hammy McMillan and Bobby Lammie - forced a steal in the fourth and suddenly it was back to a one-point game at the break.
The Italians blanked the sixth, and claimed two in the seventh to open up a healthy advantage again. But Team GB roared back again with another two and remarkably levelled with one end to go after a steal.
It all came down to the final end but the Italians kept their nerve to edge to victory and cause a thunderous barrage of noise to roll down the wooden bleachers.
"It's pretty surreal, pretty cool," McMillan added. "It's not a typical curling crowd - it's more like a football one. But it's an amazing atmosphere to play in and we're going to have to get used to it and enjoy it."

'Older, more mature, better' -
Tom Banton‘s 63 not out against Scotland was his breakout innings for England and he says it was down to his increased maturity.(0 )Readerstime:2026-02-15
Is Zubimendi Arsenal's best pl
After an impressive start to his Arsenal career, BBC Sport looks at whether Martin Zubimendi is the Gunners‘ most important player.(0 )Readerstime:2026-02-15
Three years on, Deulofeu is st
Gerard Deulofeu has not played for more than three years but believes he can make "history" by fighting for a "miracle" comeback.(0 )Readerstime:2026-02-15
From pizza delivery man to Win
A medallist with Team GB in 2014, bobsleigher Joel Fearon is preparing for his third Winter Olympics after coming out of retirement to compete for Jamaica.(0 )Readerstime:2026-02-15Are Hearts developing the habi
Does Heart of Midlothian‘s late derby winner against Hibernian suggest they are developing the habit of champions as they go six points clear at the top of the ...2026-02-11An almighty scare - but are En
Why some subtle signs suggest, despite their scare against Nepal in the T20 World Cup, England might be learning under Harry Brook and Brendon McCullum.2026-02-09GB reach curling semi as Muir
Team GB‘s mixed doubles curlers clinched their place in the Winter Olympics semi-finals with two matches to spare, after statement victories over heavyweights C...2026-02-07Nottingham Forest sack manager
Nottingham Forest sack Sean Dyche as head coach after just 114 days in charge and are looking for their fourth boss of the season.2026-02-12