Specify datetime format for WCF Data Service
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Is there a way to specify the formatting of DateTime data returned by a WCF data service?

[This question](http://stackoverflow.com/questions/3818719/how-to-handle-json-datetime-returned-from-wcf-data-services-odata) seems to say that the default format, which looks like `/Date(1339515455030)/`, is the number of milliseconds since midnight Januery 1, 1970 UTC.  I can figure out how to parse that if I have to but I'd rather specify a more friendly format.