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The Newcastle manager is not given to dramatics or sweeping public pronouncements. So by his usual demeanor, his press conference following the weekend's 3-1 defeat qualifies as a furious tirade. Newcastle scored first but the opposition were ahead by half-time, as well as hitting the post and seeing a spot-kick revoked by VAR, leading Howe to make a triple change at the half-time.

“That was the frustrating thing about the first half,” the coach said. “Virtually any player could have been substituted and I think this indicated of our performance level at that stage in the game and it's extremely uncommon for me to have that impression. Actually, I don’t think having done so during my tenure as manager of Newcastle, so I felt the squad needed some shaking up at the break. That’s why I made those decisions.”

Anthony Gordon, Nick Woltemade and Emil Krafth were substituted at half-time and Newcastle managed to steady to an extent in the latter period, but never appearing like they might fight back into the game against a side that had won only one of their previous nine league matches. Considering how packed the middle of the table is, with just three points dividing third from 11th, and nine points between second and 17th, a run of twelve points from ten matches has not placed Newcastle stranded but, equally, they cannot finish the season in 13th.

The Problem of Perception

The challenge to an extent is one of public view. With the Saudi PIF, Newcastle possess the wealthiest backers in the world. The expectation when the PIF acquired 80% of the club in recent years was that it would bring a transformative effect, similar to the former Chelsea owner achieved at Stamford Bridge or the City Group had at Manchester City. The distinction is that those two owners took over prior to the introduction of FFP rules (and the ongoing charges against Manchester City relate to if they violated those guidelines once they were in place).

Financial restrictions restrict the capacity of owners, no matter how wealthy, to invest funds on their teams and so in that sense likely might have hindered any Middle Eastern attempt to raise the team to the standard of Manchester City. But it wasn't necessary for Newcastle’s expenditure to have been so restrained as it has been; they might have spent more and stayed inside the limit – or just accepted a relatively meagre European penalty since their major problem is more with the European than the Premier League rules.

Stadium Investment and Financial Regulations

Besides which, infrastructure spending is excluded from PSR calculations; the simplest method to raise income to generate additional PSR flexibility would be to extend or redevelop the stadium. Given the site of St James’ Park, with listed buildings on two sides, practically that likely implies constructing an entirely new stadium. There was talk in March of potentially undertaking the nearby relocation to Leazes Park – opposition from community organizations could surely have been overcome with a commitment to build a replacement green space on the current stadium site – but there has been any progress on that plan. There has been substantial retrenchment from the Saudi fund on a variety of projects as it shifts focus on domestic affairs; the approach to Newcastle seems entirely in alignment with that strategic shift.

The Alexander Isak Situation

The star striker saga was arose from that tension. A bolder management might have framed his transfer as essential to free up funds for further investment; rather there was a unsuccessful effort to retain him. That meant Newcastle started the campaign amid a sense of frustration even with the acquisitions of Woltemade, Yoane Wissa, Jacob Ramsey, Malick Thiaw and Anthony Elanga. The start was mixed: one win in their first six fixtures.

Yet it appeared a turning point had been turned. They had won five in six prior to the weekend, a streak that featured demolitions of a Belgian side and Benfica in the Champions League. That’s why the display against West Ham was so surprising. The problem perhaps is that the team's approach is very aggressive, high-energy; a slight drop-off in energy can have significant effects. Maybe the strain of Premier League, Champions League and Carabao Cup competition, five fixtures in a fortnight, had got to them. Woltemade featured in all five games and appeared particularly weary.

The Nature of Contemporary Football

This is the nature of modern the sport. Coaches must be ready to make changes. Howe has been unfortunate that Wissa’s injury has left him lacking attacking options but, no matter how valid the reasons, Sunday’s performance was inexcusable –particularly following scoring first at a stadium ready to criticize its own side.

Howe will hope it was merely a temporary setback, an off-day when everybody is off-colour at once, but if the Magpies are to secure the European competition next season, not to mention eventually mount an genuine title challenge, they must not be as unreliable as they have been.