When the opposition score from their only shot on target, it's impossible not to feel a sense of frustration and what might have been.
Town dominated and should have been at least 2-0 up inside the first 15 minutes. Yet it was Ipswich, who created little but defended stoically and in numbers, who left with all three points and a 1-0 victory.
For David Wagner's men, it was a first loss in four games, and the first time the have failed to score since last November.
Nahki Wells, Kyle Dempsey and Jason Davidson all had gilt-edged chances but failed to convert.
Meanwhile, Jonathan Hogg hobbled off once all three subs had already been made - and David Wagner suggested he could be out for up to eight weeks with ligament damage.
Here's what Town fans made of the game.
Even by half time, it was a tale of missed chances for Town, and one clinically taken by the visitors.
And there wasn't much love for Ipswich's style of play from a fanbase now revelling in Wagner's entertaining brand of football.
But by the final whistle, when Town still hadn't found a path to goal, many were left counting the chances created and missed.
In a week where fans were told of the £179 season tickets for next term, most are still feeling pretty positive about this new era, and know that results will follow.
And that was emphasised at the end, as thousands stayed behind to applaud their heroes off the pitch.