Costa Rica's hopes of repeating the heroics of their 2014 run to the quarter-finals are over following two defeats out of two.
For Brazil's coach Tite, the decision to change the ruling was wrong.
The goal transformed Brazil and Neymar got his first goal of the tournament in the dying seconds when he tapped home Douglas Costa's cutback.
Coutinho has been directly involved in four goals in his last four games for Brazil (three goals, one assist), as many as in his previous 14 combined for the national side.
Neymar has been involved in 18 goals in his last 17 appearances for Brazil (10 goals, eight assists).
Their stout defence nearly resulted in the two teams sharing points if not for the Brazilians finding the back of the net in stoppage time of the second half.
If you were scrolling through Twitter towards the end of the Brazil v Costa Rica game, you would have been forgiven for wondering why people were talking about aquatic sports - but no, it wasn't that kind of diving.
The first was beautifully placed by Philippe Coutinho and the second by Neymar Jr.
Colombia’s triple hammer blow dumps Poland out of World Cup
Yerry Mina nodded in James Rodriguez's cross shortly before half-time to put the South Americans ahead. Poland played well for 15 minutes but then faded.
As time was winding down in Friday's match against Costa Rica, and with the score still 0-0, Neymar started to show his emotions.
"When I gave the ball back (to Costa Rica) he insulted me", Silva said in comments reported by globo.com.
But it wasn't going to be that ball that was going to make us win. Tellingly, he didn't go on as a straight swap for fellow striker Gabriel Jesus but instead for central midfielder Paulinho. But I think I was right, because they were trying to save time. The Barcelona man got his toe to it first and sent it between a sprawling Navas' legs.
The second goal was a effect of players being a little exhausted. "Everyone is so happy him being back and scoring".
Aleksandar Mitrovic had headed Serbia ahead after just five minutes but Granit Xhaka leveled with a rocket of a shot from 25 yards out.
The match between Brazil and Serbia in Moscow on Wednesday could yet determine which teams finish in first and second place in Group E. "The tears are of joy, of overcoming, of courage", Neymar tweeted after the match.
"We don't need any help - the athletes and the coach don't want any help to win".