More fun with WCF. Out of the box IIS 7 supports the HTTP protocol only. To configure named pipes, TCP, or MSMQ you must use the IIS configuration tool appcmd.exe located in %windir%\system32\inetsrv. (The command-line tool updates the %windir%\system32\inetsrv\config\applicationHost.config file.) For example, if tcp runs over port 808 and my web server's windir is c:\windows then the command to enable tcp is:

c:\windows\system32\inetsrv\appcmd.exe set site "Default Web Site" -+bindings.[protocol='net.tcp',bindingInformation='808:*']

One last detail: each WCF service hosted in its own application (virtual) directory beneath the Default Web Site must also be explicitly enabled for non-HTTP protocol support:

c:\windows\system32\inetsrv\appcmd.exe set app "Default Web Site/[app dir]" /enabledProtocols:http,net.tcp

Now that the tcp protocol is supported in IIS 7 over port 808, a client endpoint is available for netTcpBinding.