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Eddie Howe isn't typically given to histrionics or sweeping public pronouncements. Based on his standards, his media briefing following the weekend's 3-1 defeat counts as a furious outburst. Newcastle took an early lead but West Ham were ahead by half-time, as well as hitting the post and having a penalty overturned by VAR, leading Howe to make a three substitutions 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 very, very rare for me to feel that way. In fact, I don’t think having done so since I’ve been head coach of the club, therefore I believed the team needed some shaking up at half-time. That’s why I made those decisions.”

Three key players were substituted at the interval and the team did stabilise somewhat in the second half, without ever really looking like they might get back into the game against a side that had secured just a single victory of their previous nine league matches. Given the congestion the middle of the table currently is, with a mere three-point gap dividing third from 11th, and a nine-point margin between second and 17th, a run of twelve points from 10 games has not left the Magpies adrift but, similarly, they must not end the campaign in thirteenth place.

The Problem of Perception

The challenge to an extent is one of public view. In the Saudi Public Investment Fund, Newcastle possess the wealthiest owners in the globe. The assumption at the time the PIF acquired a majority stake 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 Sheikh Mansour did at the Etihad. The distinction is that both of those owners assumed control prior to the advent of financial fair play regulations (and the current allegations against Manchester City relate to if they violated those regulations after they were implemented).

Financial regulations restrict the capacity of proprietors, no matter how wealthy, to invest funds on their squads and so in that sense probably would have hindered any Middle Eastern attempt to raise the team to the standard of Manchester City. But it wasn't necessary for Newcastle’s spending to have been quite as cautious as it has been; they might have invested further and remained within the threshold – or simply taken a relatively meagre Uefa fine given their big issue is primarily with the continental than the Premier League regulation.

Infrastructure Investment and PSR Regulations

Additionally, infrastructure spending is excluded from Profit and Sustainability calculations; the easiest method to raise income to create more PSR headroom would be to extend or renovate the stadium. Given the location of St James’ Park, with protected structures on two sides, practically that likely implies constructing an completely new stadium. There was talk in March of possibly making the nearby relocation to Leazes Park – resistance from community organizations could surely have been surmounted with a promise to build a new park on the current stadium site – but there has been any progress on that proposal. There has occurred substantial retrenchment from the Saudi fund on a range of projects as it shifts focus on local investments; the attitude to Newcastle seems completely in alignment with that change of approach.

The Alexander Isak Saga

The star striker episode was arose from that tension. A bolder management could have framed his transfer as essential to free up capital for additional spending; instead there was a unsuccessful effort to retain him. This resulted in the team began the season amid a feeling of frustration even with the acquisitions of several new players. The opening was indifferent: one win in their first six fixtures.

Yet it seemed a corner had been turned. They secured five in six prior to Sunday, a run that included demolitions of a Belgian side and a Portuguese club in the European competition. That’s why the display against the Hammers was such a shock. The issue perhaps is that the team's style is extremely intense, very high-octane; a slight drop-off in energy can have significant effects. Perhaps the strain of domestic, European and Carabao Cup matches, five games in 15 days, had got to them. Woltemade started all five games and looked especially weary.

The Nature of Contemporary Football

That’s the nature of today's the sport. Coaches have to be prepared to make changes. Howe has been unfortunate that the forward's injury has meant he is lacking forward choices but, no matter how valid the explanations, the weekend's showing was inexcusable –especially following scoring first at a stadium ready to criticize its home team.

The Newcastle boss will hope it was just a blip, an off-day when all players is off-colour at once, but if Newcastle are to qualify for the Champions League in the future, not to mention one day launch an actual title challenge, they cannot be as inconsistent as they have been.