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Eddie Howe isn't typically prone to dramatics or sweeping public pronouncements. So by his standards, his press conference after Sunday’s 3-1 defeat counts as a furious outburst. Newcastle took an early lead but West Ham were ahead by half-time, while also striking the woodwork and having a penalty revoked by VAR, prompting Howe to make a three substitutions at the break.

“The opening period was particularly irritating,” the coach said. “I almost could have taken anyone off and I believe that was a reflection of where we were in that moment in the game and it's extremely uncommon for me to feel that way. In fact, I cannot recall having done so since I’ve been manager of Newcastle, so I felt the squad required a significant change at the break. That’s why I made what I did.”

Three key players were substituted at half-time and Newcastle managed to steady somewhat in the latter period, but never really looking like they might get back into the contest against an opponent that had won only one of their previous nine league matches. Considering how packed the middle of the standings is, with a mere three-point gap separating the top spots from mid-table, and nine points between the upper and lower ranks, a run of 12 points from ten matches has not left the Magpies stranded but, similarly, they must not finish the season in 13th.

The Issue of Expectations

The challenge to an extent is one of public view. In the Saudi Public Investment Fund, the club have the richest owners in the globe. The expectation at the time the Saudi fund acquired a majority stake of the team in recent years was that it would have a transformative effect, similar to the former Chelsea owner achieved at Stamford Bridge or the City Group had at Manchester City. The difference is that those two investors took over prior to the advent of FFP rules (while the current charges against Manchester City relate to whether they violated those regulations after they were in place).

Financial regulations restrict the capacity of owners, no matter how wealthy, to invest funds on their squads and so in that sense likely might have slowed every Saudi attempt to raise the team to the standard of Manchester City. However it wasn't necessary for the club's spending to have been so restrained as it has been; they could have invested further and remained within the threshold – or just accepted a fairly minor European penalty since their big problem is more with the continental than the Premier League rules.

Infrastructure Spending and Financial Regulations

Besides which, stadium development is excluded from PSR calculations; the easiest way to increase revenue to generate additional financial flexibility would be to expand or renovate the arena. Given the location of the home ground, with protected structures on two sides, practically that probably implies constructing an completely new stadium. There was talk in spring of potentially undertaking the nearby relocation to a local park – resistance from community organizations could surely have been surmounted with a commitment to create a replacement green space on the current stadium site – but there has been any progress on that plan. There has occurred significant cutbacks from the Saudi fund on a variety of initiatives as it refocuses on domestic affairs; the attitude to Newcastle seems entirely in keeping with that change of approach.

The Alexander Isak Situation

The Alexander Isak episode was arose from that conflict. A bolder management could have portrayed his sale as essential to free up funds for further investment; rather there was a vain attempt to retain him. This resulted in the team started the campaign amidst a sense of disappointment despite the acquisitions of several new players. The opening was indifferent: a single victory in their first six games.

Yet it seemed a turning point had been turned. They had won five in six prior to the weekend, a run that featured convincing wins of a Belgian side and Benfica in the European competition. This explains the display against West Ham was so surprising. The issue maybe is that Newcastle’s style is extremely intense, very high-octane; a minor decrease in intensity can have significant effects. Perhaps the pressure of domestic, Champions League and Carabao Cup competition, five fixtures in a fortnight, had taken its toll. Woltemade started each of those matches and appeared especially fatigued.

The Nature of Modern Football

This is the nature of modern football. Managers have to be prepared to make changes. Howe has been unlucky that the forward's fitness issue has left him lacking attacking options but, regardless of how reasonable the reasons, Sunday’s showing was unacceptable –particularly after scoring first at a stadium ready to criticize its own side.

The Newcastle boss will wish it was merely a temporary setback, an off-day when all players is below par simultaneously, but if Newcastle are to qualify for the Champions League in the future, let alone one day mount an genuine title challenge, they must not be as inconsistent as this.