If the endpoint is unable to send information to the service control, it should fail fast

- Fixes #269 
- If any exception happens during the Send, then an exception is caught,  logged as error along with useful information, but the endpoint continues to run.

**Question** 
Should this be treated as repeated failures which should shutdown the endpoint after a certain time? 
@andreasohlund @SimonCropp @johnsimons - please review.