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Eddie Howe isn't typically given to dramatics or sweeping public pronouncements. Based on his usual demeanor, his press conference after the weekend's 3-1 defeat counts as a furious tirade. His side took an early lead but West Ham took the lead by the interval, while also hitting the post and having a penalty overturned by VAR, prompting Howe to execute a triple change at the half-time.

“That was the frustrating thing about the first half,” the coach said. “I almost could have taken anyone off and I believe this indicated of where we were in that moment in the game and it’s very, very rare for me to feel that way. Actually, I cannot recall having done so during my tenure as manager of the club, so I felt the team required some shaking up at the break. That’s why I made those decisions.”

Anthony Gordon, Nick Woltemade and Emil Krafth were substituted at the interval and the team did stabilise to an extent in the latter period, 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. Considering how packed the middle of the standings is, with just three points separating third from 11th, and nine points between the upper and lower ranks, a run of 12 points from 10 games has not left the Magpies stranded but, similarly, they must not end the campaign in 13th.

The Problem of Expectations

The problem to an extent is one of public view. With the Saudi PIF, Newcastle possess the richest backers in the world. The assumption at the time the PIF bought 80% of the club in recent years was that it would bring a game-changing impact, similar to Roman Abramovich achieved at Stamford Bridge or Sheikh Mansour had at Manchester City. The distinction is that both of those owners assumed control prior to the advent of FFP rules (while the current charges against City concern if they breached those guidelines once they were implemented).

Profit and sustainability regulations restrict the ability of owners, no matter how wealthy, to invest funds on their teams and so in that sense probably would have hindered every Middle Eastern attempt to raise the team to the level of City. However it wasn't necessary for Newcastle’s expenditure to have been so restrained as it has been; they could have spent more and stayed inside the threshold – or simply taken a relatively meagre Uefa fine since their big issue is more with the European than the Premier League regulation.

Infrastructure Spending and PSR Rules

Additionally, stadium development is exempted from Profit and Sustainability calculations; the easiest method to raise income to create additional PSR headroom would be to expand or redevelop the stadium. Given the location of the home ground, with listed buildings on multiple sides, practically that likely implies constructing an entirely new venue. Rumors circulated in March of potentially making the nearby relocation to Leazes Park – opposition from community organizations might have been overcome with a commitment to build a replacement green space on the current ground location – but there has been any progress on that plan. There has been significant retrenchment from the PIF on a variety of projects as it refocuses on domestic affairs; the approach to the football club appears completely in alignment with that strategic shift.

Player Sales Situation

The star striker episode was born of that tension. A bolder management might have framed his transfer as necessary to free up capital for further investment; rather there was a vain attempt to retain him. This resulted in Newcastle began the season amidst a feeling of frustration despite the signings of Woltemade, Yoane Wissa, Jacob Ramsey, Malick Thiaw and Anthony Elanga. The opening was mixed: a single victory in their initial six fixtures.

Yet it seemed a turning point had been turned. They had won five in six before the weekend, a run that featured demolitions of a Belgian side and Benfica in the Champions League. That’s why the performance against West Ham was so surprising. The issue maybe is that Newcastle’s style is extremely intense, high-energy; a minor decrease in energy can have significant effects. Perhaps the pressure of Premier League, Champions League and Carabao Cup matches, five games in a fortnight, had taken its toll. The German forward started each of those matches and looked particularly fatigued.

Reality of Modern Soccer

This is the reality of today's the sport. Managers have to be prepared to make changes. Howe has been unfortunate that Wissa’s injury has meant he is short of forward choices but, regardless of how valid the reasons, the weekend's showing was unacceptable –particularly following scoring first at a ground ready to turn on its home team.

Howe will wish it was merely a temporary setback, an off-day when all players is off-colour at once, but if the Magpies are to qualify for the European competition in the future, not to mention eventually mount an genuine title challenge, they must not be as inconsistent as this.