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Eddie Howe isn't typically prone to histrionics or sweeping public pronouncements. Based on his usual demeanor, his press conference after Sunday’s 3-1 defeat qualifies as a angry outburst. Newcastle scored first but West Ham were ahead by the interval, while also striking the woodwork and seeing a spot-kick overturned by VAR, leading Howe to execute a triple change at the break.

“That was the frustrating thing about the first half,” the coach stated. “I almost could have taken anyone off and I think that was a reflection of where we were at that stage during the match and it’s very, very rare for me to have that impression. Actually, I don’t think having done so during my tenure as manager of Newcastle, therefore I believed the squad needed a significant change at the break. This explains why I made those decisions.”

Anthony Gordon, Nick Woltemade and Emil Krafth were substituted at half-time and Newcastle did stabilise somewhat in the latter period, but never really looking like they could get back into the game against a side that had won only one of their last nine fixtures. Considering how packed the middle of the table currently 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 placed the Magpies stranded but, similarly, they must not end the campaign in thirteenth place.

The Problem of Expectations

The challenge to an extent is one of perception. In the Saudi Public Investment Fund, the club possess the wealthiest backers 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 game-changing impact, similar to the former Chelsea owner achieved at Stamford Bridge or the City Group had at Manchester City. The distinction is that both of those investors assumed control prior to the advent of FFP regulations (while the ongoing allegations against Manchester City relate to whether they breached those guidelines after they were in place).

Financial regulations restrict the capacity of proprietors, no matter how wealthy, to spend money on their squads and therefore likely would have hindered any Saudi effort to elevate Newcastle to the standard of Manchester 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 simply taken a fairly minor Uefa fine since their major issue is more with the European than the domestic rules.

Infrastructure Investment and PSR Rules

Additionally, stadium development is excluded from PSR calculations; the simplest way to increase revenue to generate additional financial flexibility would be to expand or renovate the arena. Given the location of St James’ Park, with listed buildings on two sides, practically that probably means 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 overcome with a commitment to create a new park on the current stadium site – but there has not been no movement on that proposal. There has been significant cutbacks from the Saudi fund on a variety of projects as it refocuses on local investments; the attitude to the football club seems completely in keeping with that strategic shift.

Player Sales Situation

The star striker saga was born of that conflict. A more confident management could have portrayed his transfer as essential to release capital for further investment; instead there was a vain attempt to retain him. This resulted in Newcastle started the campaign amidst a sense 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 initial six fixtures.

But it appeared a corner had been turned. They secured five victories in six matches prior to Sunday, a run that included convincing wins of Union Saint-Gilloise and a Portuguese club in the Champions League. This explains the performance against West Ham was such a shock. The issue maybe is that the team's style is very aggressive, very high-octane; a minor decrease in energy can have significant consequences. Maybe the pressure of domestic, European and Carabao Cup matches, five games in 15 days, had taken its toll. Woltemade featured in all five matches and looked particularly weary.

Reality of Modern Soccer

This is the reality of modern football. Coaches have to be prepared to rotate. The manager has been unlucky that the forward's fitness issue has meant he is short of forward choices but, regardless of how reasonable the reasons, the weekend's showing was inexcusable –particularly following taking the lead at a stadium ready to criticize its own side.

The Newcastle boss will hope it was just a blip, one of those days when all players is off-colour simultaneously, but if the Magpies are to qualify for the European competition in the future, not to mention eventually launch an genuine title challenge, they cannot be as unreliable as they have been.