SoapUI MockServices returning html rather than xml response

Using the following sample WSDL file, I've generated a new project in SOAP UI (version 3.5), and created the example test suite, test case, and mock service.

WSDL

<definitions name="HelloService"
   targetNamespace="http://www.examples.com/wsdl/HelloService.wsdl"
   xmlns="http://schemas.xmlsoap.org/wsdl/"
   xmlns:soap="http://schemas.xmlsoap.org/wsdl/soap/"
   xmlns:tns="http://www.examples.com/wsdl/HelloService.wsdl"
   xmlns:xsd="http://www.w3.org/2001/XMLSchema">

   <message name="SayHelloRequest">
      <part name="firstName" type="xsd:string"/>
   </message>
   <message name="SayHelloResponse">
      <part name="greeting" type="xsd:string"/>
   </message>

   <portType name="Hello_PortType">
      <operation name="sayHello">
         <input message="tns:SayHelloRequest"/>
         <output message="tns:SayHelloResponse"/>
      </operation>
   </portType>

   <binding name="Hello_Binding" type="tns:Hello_PortType">
   <soap:binding style="rpc"
      transport="http://schemas.xmlsoap.org/soap/http"/>
   <operation name="sayHello">
      <soap:operation soapAction="sayHello"/>
      <input>
         <soap:body
            encodingStyle="http://schemas.xmlsoap.org/soap/encoding/"
            namespace="urn:examples:helloservice"
            use="encoded"/>
      </input>
      <output>
         <soap:body
            encodingStyle="http://schemas.xmlsoap.org/soap/encoding/"
            namespace="urn:examples:helloservice"
            use="encoded"/>
      </output>
   </operation>
   </binding>

   <service name="Hello_Service">
      <documentation>WSDL File for HelloService</documentation>
      <port binding="tns:Hello_Binding" name="Hello_Port">
         <soap:address
            location="http://www.examples.com/SayHello/"/>
      </