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Eddie Howe isn't typically given to dramatics or sweeping media statements. Based on his usual demeanor, his press conference following the weekend's 3-1 defeat qualifies as a furious outburst. Newcastle took an early lead but West Ham took the lead by half-time, while also striking the woodwork and seeing a spot-kick revoked by VAR, prompting Howe to make a triple change at the break.

“The opening period was particularly irritating,” Howe stated. “I almost could have taken anyone off and I think that was a reflection of where we were in that moment in the game and it’s very, very rare for me to have that impression. Actually, I cannot recall I have during my tenure as head coach of Newcastle, so I felt the team needed some shaking up at the break. That’s why I made what I did.”

Three key players were substituted at half-time and the team managed to steady to an extent in the latter period, without ever really looking like they could get back into the game against a side that had won only one of their last nine fixtures. Given the congestion the middle of the standings is, with just three points separating the top spots from mid-table, and nine points between second and 17th, a run of 12 points from ten matches has not left the Magpies stranded but, similarly, they must not end the campaign in thirteenth place.

The Problem of Perception

The challenge partially is one of perception. With the Saudi PIF, the club possess the wealthiest owners in the globe. The assumption when the PIF bought 80% of the team in recent years was that it would bring a game-changing impact, similar to Roman Abramovich had at Chelsea or Sheikh Mansour had at Manchester City. The distinction is that those two investors took over before the advent of FFP rules (while the current charges against City concern whether they breached those guidelines once they were implemented).

Profit and sustainability regulations limit the capacity of owners, however rich, to spend money on their squads and therefore probably might have slowed any Middle Eastern effort to raise the team to the level of City. However it wasn't necessary for the club's spending to have been so restrained as it has; they could have spent more and remained within the limit – or just accepted a fairly minor European fine given their major issue is more with the continental than the Premier League rules.

Infrastructure Investment and PSR Regulations

Additionally, infrastructure spending is exempted from Profit and Sustainability assessments; the simplest way to raise income to generate additional PSR headroom would be to expand or renovate the arena. Considering the location of the home ground, with listed buildings on two sides, in reality that likely means building an completely new venue. Rumors circulated in spring of potentially undertaking the short move to Leazes Park – opposition from community organizations could surely have been overcome with a promise to create a replacement green space on the current ground location – but there has not been any progress on that proposal. There has been substantial retrenchment from the Saudi fund on a range of projects as it shifts focus on domestic affairs; the attitude to Newcastle seems entirely in alignment with that strategic shift.

The Alexander Isak Saga

The Alexander Isak saga was arose from that conflict. A bolder leadership might have portrayed his sale as necessary to free up funds for further spending; instead there was a unsuccessful attempt to retain him. That meant Newcastle started the campaign amidst a feeling of frustration even with the acquisitions of several new players. The start was mixed: one win in their first six games.

But it seemed a corner was reached. They had won five in six before Sunday, a streak that included demolitions of a Belgian side and Benfica in the Champions League. That’s why the performance against West Ham was such a shock. The problem maybe is that Newcastle’s style is extremely intense, very high-octane; a slight drop-off in intensity can have significant consequences. Perhaps the strain of domestic, European and Carabao Cup competition, five games in a fortnight, had got to them. The German forward featured in each of those matches and appeared especially fatigued.

The Nature of Modern Soccer

This is the reality of modern the sport. Coaches have to be prepared to make changes. The manager has been unfortunate that Wissa’s injury has left him lacking forward choices but, no matter how reasonable the explanations, the weekend's showing was unacceptable –particularly following taking the lead at a stadium primed to turn on its home team.

Howe will hope it was merely a temporary setback, one of those days when all players is below par at once, but if the Magpies are to qualify for the Champions League next season, let alone eventually launch an genuine title challenge, they must not be as unreliable as this.