FRUSTRATING. In fact, very frustrating. Now we know how the Canadian team felt who lost by a football's width to Matthew Pinsent and Co at the Olympics.
Hard-working Town deserved much better than they got at Hillsborough, where more than 3,000 travelling fans watched an agonising tale unfold.
While Town matched Wednesday every step of the way and outplayed them at times, they failed to capitalise on a string of chances and then lost to a giveaway goal.
Once again it was Steve MacLean who delivered the dagger through the heart in the 21st minute.
The canny Scot did it four times against Town last season on loan for Scunthorpe and, having completed his move from Glasgow Rangers to the Wednesday camp, he made no mistake again to secure a valuable first home win for Chris Turner's side.
He could hardly miss, to be fair.
Town were all at sea as full-back Paul Heckingbottom released Jon-Paul McGovern down the left and, with defenders rushing to try and cover the line, he pulled the ball back to MacLean, who had cleverly stopped his run to create acres of space for a neat finish into the corner.
While skilful winger Chris Brunt tried his luck with a volley and a snap shot and MacLean just failed to connect with a Lee Peacock cross, Wednesday never threatened to score again.
The fact they won with just a single strike illustrates how vitally important it is for Town to take their chances but also to keep clean sheets at the back.
Ian Gray - recovered from his hand injury and back for Phil Senior as the only change to the team - didn't have a save to make and that compounded the frustration at the other end.
Wednesday looked decidedly shaky when Town put them under pressure and they almost cracked as early as the third minute.
Nathan Clarke's long throw was allowed to bounce in the box and Junior Mendes peeled away to plant a right-foot shot against the inside of keeper David Lucas's lefthand post.
Town's fans thought it was in as the ball bounced across the face of goal, but Guy Branston booted it clear and Wednesday were off the hook if not out from under the cosh.
After Tony Carss' free-kick was deflected into the side netting and he fired another just over the top, chances were created for Andy Holdsworth, Andy Booth and Chris Brandon - all of which were fired straight at the grateful keeper.
Booth's volley, in fact, would have gone in if he'd fluffed it, but he caught it flush into the keeper's chest.
While ex-Town man Chris Marsden caught the eye with his clever finding of space and simple passing, there was nothing between the teams in the second half - Jackson sending on Pawel Abbott and Danny Schofield to try and rescue something from the game in the final 20 minutes.
Abbott's first touches, in fact, resulted in shots by Booth and Carss being blocked, while the former latched onto a bad backpass only to see his shot blocked wide.
It was that sort of day.
Town need to cut out silly mistakes at the back and, obviously, start to cash in on the chances being created.
Interestingly, they've still got one more point now than they had at the same stage last season. All that's needed now is for someone to take up the Jon Stead mantle and hit the goal trail.
HOW THEY RATED: Ian Gray Back after injury and had very little to do. An early knock was scary but he handled and kicked well throughout Rating: 7/10
Andy Holdsworth Very much involved early on and went close to scoring with a snap shot which, unluckily, went straight at keeper Lucas Rating: 7/10
Rob Edwards Answered the call to press forward more and provide a release for the midfield. Solid show and tackled well Rating: 7/10
Nathan Clarke His long throw caused problems and he made a great tackle on MacLean to prevent the striker notching No2 Rating: 7/10
Efe Sodje Had a physical and verbal battle with Lee Peacock and honours finished just about even in a fierce contest. Rating: 7/10
David Mirfin Shaded top mark with a terrific second-half show. Tackled superbly and showed great skill when helping the attack Rating: 8/10
Tony Carss Unlucky to see an early free-kick deflected wide while aiming high with another. Had to work very hard in the centre Rating: 7/10
Jon Worthington Did his usual mountain of work and set up Brandon for a good chance. He was booked for a foul on the influential Marsden Rating: 7/10
Chris Brandon Plenty of effort and took some heavy knocks. Ran his heart out. Fired his best chance straight at keeper Lucas Rating: 7/10
Andy Booth Troubled his old club in the air and unlucky to finish on the losing side on his first return to Hillsborough. Rating: 7/10
Junior Mendes Couldn't have come closer to his first Town goal than in the third minute, when his shot hit the inside of a post Rating: 7/10
VERDICT ON THE REF: A LITTLE over fussy at times, Richard Beeby had a pretty good game overall despite missing an elbow on Jon Worthington just moments after the Town midfielder had been booked for a foul on Chris Marsden. Twice Mr Beeby infuriated the Wednesday fans by stopping play when they were on the attack so that Chris Brandon and David Mirfin could receive treatment for head injuries. Got it right when not awarding Brandon a penalty on the break in the first half and was pretty much on the spot to make all his decisions.
Lucas, Bullen, Collins, Heckingbottom, Branston, Whelan (Hamshaw 74), McGovern, Marsden, Brunt (Ndumbu Nsungu 89), Peacock, MacLean (Proudlock 83). Subs not used: Tidman, Wood.