Wcf – maxReceivedMessageSize not fixing 413: Request Entity Too Large

My call to my WCF web service is failing with System.Net.WebException: The request failed with HTTP status 413: Request Entity Too Large.

Checking Fiddler, I see that I'm sending:

Content-Length: 149839

Which is over 65KB.

Enabling WCF tracing on the server, I see:

System.ServiceModel.ProtocolException: The maximum message size quota
for incoming messages (65536) has been exceeded. To increase the
quota, use the MaxReceivedMessageSize property on the appropriate
binding element.

Adding this property doesn't solve the issue.

I've tried with just that property, and (later) with various others that posts have suggested. Here's what I have currently (on the server):

<basicHttpBinding>

  <binding name="PricerServiceSoap"
    closeTimeout="00:10:00" openTimeout="00:10:00"
    receiveTimeout="00:10:00" sendTimeout="00:10:00"
    maxBufferSize="2147483647"    
    maxBufferPoolSize="2147483647" maxReceivedMessageSize="2147483647">

    <readerQuotas maxDepth="2147483647" maxStringContentLength="2147483647"
      maxArrayLength="2147483647" maxBytesPerRead="2147483647"
      maxNameTableCharCount="2147483647" />
  </binding>

</basicHttpBinding>

My sole endpoint (under <client>) is:

<endpoint address="/NetPricingService/Service.asmx"
  binding="basicHttpBinding" bindingConfiguration="PricerServiceSoap"
  contract="Pricing.PricerService.PricerServiceSoap"
  name="PricerServiceSoap" />

I've also added:

<dataContractSerializer maxItemsInObjectGraph="2147483647"/>

under <behavior>.

I've even run (for IIS 7):

%windir%\system32\inetsrv\appcmd set config "WebServicesDev/PricingService"
-section:requestFiltering -requestLimits.maxAllowedContentLength:104857600
-commitpath:apphost

Nothing makes any difference.

One catch is that this is a WCF service meant to replace an older ASMX service. The service skeleton was generated with svcutil from existing WSDL. I can't change the client configurations (and the clients are in multiple languages). My test client project imported the service with Add Web Reference (under Add Service Reference / Advanced), so I have no WCF configuration. However, the test client works if I point it at the older ASMX service.

How can I fix or diagnose this?

Additional info

If I use the Microsoft Service Configuration Editor to generate the config (setting maxReceivedMessageSize and maxBufferSize), it works. The problem is that the endpoint is then specified under <service>, and it won't let me specify the /NetPricingService/Service.asmx relative address. If I edit the bindings in the svcutil-generated config (where the endpoint is under <client>), it doesn't work with large requests.