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Eddie Howe isn't typically given to histrionics or grand public statements. Based on his usual demeanor, his press conference following the weekend's 3-1 defeat qualifies as a angry tirade. Newcastle took an early lead but West Ham took the lead by the interval, while also hitting the post and seeing a spot-kick revoked by VAR, leading Howe to execute a triple change at the break.

“The opening period was particularly irritating,” Howe stated. “Virtually any player could have been substituted and I think this indicated of where we were at that stage in the game and it's extremely uncommon for me to have that impression. Actually, I don’t think I have during my tenure as head coach of the club, therefore I believed the team required a significant change at the break. That’s why I did those decisions.”

Three key players all came off at the interval and the team did stabilise somewhat in the second half, but never appearing like they might fight back into the game against an opponent that had secured just a single victory of their previous nine fixtures. Considering how packed the middle of the standings is, with just three points separating the top spots from mid-table, and a nine-point margin between second and 17th, a run of 12 points from 10 games has not left Newcastle stranded but, similarly, they cannot end the campaign in thirteenth place.

The Problem of Expectations

The problem partially is one of public view. In the Saudi Public Investment Fund, the club possess the wealthiest owners in the globe. The assumption at the time the Saudi fund acquired a majority stake of the club in recent years was that it would bring a transformative effect, as Roman Abramovich achieved at Stamford Bridge or the City Group did at the Etihad. The difference is that those two investors took over prior to the introduction of financial fair play rules (and the current charges against Manchester City concern if they breached those guidelines after they were implemented).

Financial regulations limit the capacity of owners, however rich, to spend money on their teams and therefore probably might have hindered any Middle Eastern attempt to elevate the team to the standard of Manchester City. However it wasn't necessary for Newcastle’s expenditure to have been quite as cautious as it has; they could have spent more and remained within the limit – or just accepted a fairly minor Uefa fine since their major issue is more with the European than the domestic regulation.

Infrastructure Investment and Financial Regulations

Additionally, stadium development is exempted from Profit and Sustainability assessments; the easiest way to raise income to generate more PSR flexibility would be to expand or renovate the arena. Considering the site of St James’ Park, with listed buildings on multiple sides, in reality that likely implies constructing an completely new venue. Rumors circulated in spring of possibly making the nearby relocation to a local park – resistance from local groups might have been overcome with a commitment to create a new park on the current ground location – but there has been no movement on that proposal. There has been substantial cutbacks from the PIF on a variety of projects as it shifts focus on domestic affairs; the attitude to Newcastle appears entirely in alignment with that change of approach.

Player Sales Situation

The star striker saga was born of that conflict. A more confident leadership could have framed his transfer as essential to release capital for further spending; rather there was a unsuccessful attempt to retain him. This resulted in Newcastle started the campaign amidst a feeling of frustration even with the signings of Woltemade, Yoane Wissa, Jacob Ramsey, Malick Thiaw and Anthony Elanga. The start was indifferent: one win in their first six games.

But it seemed a turning point had been turned. They had won five in six prior to Sunday, a streak that featured demolitions of a Belgian side and a Portuguese club in the European competition. This explains the performance against the Hammers was such a shock. The issue maybe is that Newcastle’s approach is extremely intense, high-energy; a minor decrease in intensity can have profound consequences. Maybe the pressure of domestic, European and cup competition, five games in a fortnight, had got to them. Woltemade started each of those matches and appeared especially weary.

The Nature of Contemporary Football

This is the reality of today's the sport. Coaches have to be ready to make changes. Howe has been unfortunate that Wissa’s fitness issue has meant he is lacking attacking options but, no matter how reasonable the explanations, Sunday’s showing was unacceptable –especially after scoring first at a stadium primed to turn on its own side.

Howe will hope it was merely a temporary setback, one of those days when everybody is below par simultaneously, but if Newcastle are to secure the Champions League next season, not to mention one day launch an actual championship bid, they cannot be as unreliable as this.