Damian's used the same WCF extensibility points I used to produce some boilerplate that varies the response content type from JSON to XML, based on the Accept or Content-Type header of the GET request. He extends WebHttpBehavior to return an IDispatchMessageFormatter that does either JSON or XML.
And then in the DynamicFormatter code, he just picks the formatter as appropriate:
It's pretty nifty and it requires no changes to the app logic. You need to use a custom ServiceHost and use a custom attribute on each Operation. Because it uses the HTTP headers and not the URI itself to determine content-type of the response, I think it has some nice benefits over the approach I described in April.
Damian's got a full VS2008 solution will all the boilerplate code.
check it out.