URL Rewrite isn't working.

I am trying to remove the .html extension of http://subglobal.net/store.html

In IIS7, click on the site, subglobal, under connections. I open URL Rewrite > Add Rule > User-friendly URL.

I enter the store.html URL and it creates this web.config:

<?xml version="1.0" encoding="UTF-8"?><configuration><system.webServer><rewrite><rules><rule name="RewriteUserFriendlyURL1" stopProcessing="true"><match url="^store$" /><conditions><add input="{REQUEST_FILENAME}" matchType="IsFile" negate="true" /><add input="{REQUEST_FILENAME}" matchType="IsDirectory" negate="true" /></conditions><action type="Rewrite" url="store.html" /></rule></rules></rewrite></system.webServer></configuration>

I then go to http://subglobal.net/store  (without the extension) and instead of getting the page, I get an Error 404 - Page not found.

What am I doing wrong?