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Eddie Howe isn't typically prone to dramatics or grand public pronouncements. So by his standards, his media briefing following the weekend's loss to West Ham counts as a angry outburst. His side took an early lead but the opposition were ahead by half-time, while also hitting the post and seeing a spot-kick overturned by VAR, leading Howe to execute a triple change at the half-time.

“That was the frustrating thing about the first half,” the coach stated. “I almost could have taken anyone off and I think this indicated of our performance level in that moment during the match and it’s very, very rare for me to have that impression. Actually, I don’t think I have during my tenure as head coach of the club, so I felt the squad needed a significant change at half-time. That’s why I did those decisions.”

Three key players all came off at the interval and Newcastle managed to steady somewhat in the second half, but never really looking like they might get back into the game against a side that had won only one of their previous nine fixtures. Given the congestion the middle of the standings is, with a mere three-point gap dividing the top spots from mid-table, and nine points between second and 17th, a sequence of twelve points from ten matches has not left Newcastle adrift but, equally, they must not end the campaign in 13th.

The Issue of Expectations

The challenge partially is one of perception. In the Saudi Public Investment Fund, the club possess the richest owners in the world. The assumption when the PIF bought a majority stake of the club in recent years was that it would have a transformative effect, as Roman Abramovich achieved at Stamford Bridge or the City Group did at the Etihad. The difference is that both of those investors assumed control prior to the advent of FFP regulations (and the ongoing allegations against Manchester City relate to whether they breached those regulations once they were implemented).

Profit and sustainability restrictions limit the ability of owners, however rich, to spend money on their teams and so in that sense likely might have hindered any Middle Eastern attempt to raise Newcastle to the level of City. However there is no need for the club's expenditure to have been so restrained as it has been; they could have invested further and stayed inside the limit – or just accepted a relatively meagre Uefa fine given their major issue is primarily with the European than the Premier League rules.

Infrastructure Investment and Financial Regulations

Besides which, stadium development is exempted from PSR calculations; the simplest method to raise income to create more PSR headroom would be to expand or renovate the arena. Given the site of the home ground, with protected structures on two sides, practically that likely implies building an completely new venue. Rumors circulated in March of potentially undertaking the short move to a local park – opposition from community organizations could surely have been overcome with a promise to build a replacement green space on the current stadium site – but there has been any progress on that proposal. There has been substantial cutbacks from the PIF on a variety of initiatives as it shifts focus on local investments; the attitude to Newcastle appears completely in keeping with that strategic shift.

Player Sales Saga

The star striker episode was born of that conflict. A more confident leadership might have framed his transfer as essential to free up capital for additional spending; rather there was a vain attempt to retain him. That meant the team began the season amid a feeling of disappointment despite the signings of Woltemade, Yoane Wissa, Jacob Ramsey, Malick Thiaw and Anthony Elanga. The start was mixed: one win in their initial six games.

Yet it appeared a turning point was reached. They secured five victories in six matches prior to the weekend, a streak that included demolitions of a Belgian side and Benfica in the Champions League. This explains the performance against the Hammers was such a shock. The issue maybe is that the team's style is extremely intense, very high-octane; a slight drop-off in energy can have profound consequences. Perhaps the strain of Premier League, European and cup matches, five games in a fortnight, had got to them. Woltemade started each of those games and looked especially weary.

Reality of Modern Football

This is the reality of modern football. Coaches must be ready to rotate. The manager has been unlucky that Wissa’s injury has meant he is lacking attacking options but, regardless of how valid the explanations, the weekend's showing was inexcusable –particularly after taking the lead at a stadium primed to turn on its home team.

Howe will wish it was just a blip, an off-day when all players is off-colour simultaneously, but if Newcastle are to qualify for the European competition in the future, let alone eventually launch an genuine title challenge, they cannot be as unreliable as they have been.