Binding validation failed because the endpoint listen URI does not represent an MSMQ direct format name. The service host cannot be opened. Make sure you use a direct format name for the endpoint's listen URI.
You'd think this had something to the endpoint URI, but you'd be wrong. A little sleuthing revealed WCF trying to validate that it could move the message to the retry subqueue in the event of an error. The queue is hosted on a Windows Server 2003 system, which doesn't support the retry subqueue. I'm testing my WCF service is on Vista. Solution: run the queue and WCF service on the same level OS and curse Microsoft for misleading error messages.