A foot on the line as they went for a fourth try and a penalty that came back off an upright left ASM Clermont Auvergne ruing their bad luck as they slipped to a 25-24 defeat in Pool 3 to the Ospreys
But ASM coach Vern Cotter was not totally unhappy with a losing bonus point to take back to France after seeing his side totally outplayed in the first 40 minutes at the Liberty Stadium.
"They clearly dominated the first-half and we clearly dominated the second. They kicked that penalty with 15 to go and we just missed with one of our own and had what would have been a bonus point try ruled out," said Cotter.
"It is always difficult running into the last five minutes when there is only one point in the game. What was good, though, was that both teams were still playing right to the end looking for the knock-out blow.
"We didn't start well, but managed to get the initiative back and if we had won I don't think anyone could have complained. I was very happy with the intent the side showed.
"We sat down at the break and said it wasn't how we wanted to play the game. We had dominance at scrum time and we got our hands on the ball in the second half.
"But the Heineken Cup is a very tough competition and you have to keep the initiative right from the start. We've learned that the hard way and now we have to go into two games against the Leicester Tigers."
As part of the build-up to next month's Cardiff 2014 Heineken Cup and Amlin Challenge Cup finals weekend, ERC has joined forces with the WRU, Cardiff Blues and adidas to develop an annual grassroots community rugby programme targeting young players.
The Ulster Rugby full back, Jared Payne (No 15), has been suspended for two (2) weeks following an independent Disciplinary Hearing in Dublin arising from the Heineken Cup quarter-final match against Saracens at Ravenhill Stadium on Saturday, 5 April.