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The Newcastle manager isn't typically given to histrionics or grand public statements. Based on his usual demeanor, his press conference after Sunday’s 3-1 defeat qualifies as a angry tirade. Newcastle scored first but the opposition were ahead by the interval, as well as hitting the post and seeing a spot-kick overturned by VAR, leading Howe to execute a three substitutions at the half-time.

“That was the frustrating thing about the first half,” Howe said. “Virtually any player could have been substituted and I believe that was a reflection of our performance level in that moment in the game and it's extremely uncommon for me to feel that way. Actually, I cannot recall I have during my tenure as manager of Newcastle, so I felt the squad required a significant change at half-time. This explains why I did what I did.”

Three key players were substituted at half-time and Newcastle did stabilise to an extent in the second half, without ever appearing like they could get back into the game against an opponent that had won only one of their previous nine fixtures. Given how packed the middle of the standings currently is, with just three points dividing the top spots from mid-table, and nine points between the upper and lower ranks, a run of twelve points from ten matches has not placed the Magpies stranded but, equally, they must not end the campaign in thirteenth place.

The Issue of Perception

The problem partially is one of perception. In the Saudi Public Investment Fund, Newcastle possess the richest owners in the globe. The assumption at the time the PIF acquired 80% of the club in recent years was that it would have a transformative effect, similar to Roman Abramovich achieved at Stamford Bridge or the City Group had at Manchester City. The difference is that both of those investors assumed control before the advent of FFP regulations (and the ongoing allegations against City relate to whether they breached those guidelines after they were in place).

Financial regulations limit the ability of proprietors, however rich, to invest funds on their teams and so in that sense likely might have hindered any Middle Eastern effort to raise the team to the level of City. But there is no need for the club's expenditure to have been quite as cautious as it has been; they might have spent more and remained within the threshold – or just accepted a relatively meagre Uefa fine since their big issue is more with the continental than the Premier League rules.

Infrastructure Investment and PSR Rules

Besides which, stadium development is exempted from PSR assessments; the simplest method to raise income to generate additional financial flexibility would be to extend or redevelop the arena. Considering the location of the home ground, with listed buildings on multiple sides, in reality that likely means building an entirely new venue. Rumors circulated in March of potentially undertaking the nearby relocation to Leazes Park – resistance from community organizations could surely have been surmounted with a commitment to build a replacement green space on the existing stadium site – but there has been any progress on that plan. There has occurred significant retrenchment from the Saudi fund on a variety of initiatives as it shifts focus on local investments; the approach to Newcastle appears completely in alignment with that change of approach.

Player Sales Saga

The Alexander Isak saga was born of that tension. A more confident leadership could have portrayed his sale as necessary to free up funds for additional spending; rather there was a unsuccessful effort to retain him. That meant the team began the season amid a sense of disappointment even with the signings of several new players. The opening was indifferent: a single victory in their first six fixtures.

Yet it appeared a turning point was reached. They secured five in six before Sunday, a streak that featured convincing wins of a Belgian side and a Portuguese club in the European competition. This explains the performance against the Hammers was so surprising. The issue maybe is that the team's style is very aggressive, very high-octane; a minor decrease in energy can have significant effects. Maybe the pressure of domestic, European and cup competition, five fixtures in 15 days, had got to them. Woltemade started each of those games and appeared particularly weary.

The Nature of Contemporary Football

That’s the reality of modern the sport. Managers have to be prepared to make changes. The manager has been unlucky that the forward's injury has left him lacking forward choices but, regardless of how reasonable the explanations, Sunday’s showing was inexcusable –particularly following scoring first at a ground ready to criticize its home team.

The Newcastle boss will wish it was just a blip, one of those days when everybody is off-colour simultaneously, but if the Magpies are to secure the Champions League next season, let alone eventually mount an genuine title challenge, they must not be as unreliable as they have been.