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Eddie Howe isn't typically given to histrionics or grand public statements. Based on his standards, his press conference following the weekend's loss to West Ham qualifies as a angry tirade. Newcastle scored first but West Ham took the lead by half-time, as well as hitting the post and having a penalty revoked by VAR, leading Howe to make a three substitutions at the break.

“That was the frustrating thing about the first half,” the coach said. “Virtually any player could have been substituted and I believe that was a reflection of where we were at that stage during the match and it's extremely uncommon for me to have that impression. Actually, I don’t think having done so during my tenure as head coach of Newcastle, therefore I believed the squad required a significant change at half-time. That’s why I made those decisions.”

Three key players were substituted at half-time and Newcastle managed to steady somewhat in the latter period, but never appearing like they could get back into the contest against a side that had won only one of their previous nine fixtures. Given how packed the middle of the standings currently is, with a mere three-point gap separating third from 11th, and nine points between the upper and lower ranks, a run of twelve points from ten matches has not left Newcastle stranded but, similarly, they cannot finish the season in 13th.

The Problem of Expectations

The challenge partially is one of perception. With the Saudi PIF, the club have the richest backers in the world. The expectation at the time the PIF acquired 80% of the team in recent years was that it would bring a game-changing impact, as Roman Abramovich had at Chelsea or the City Group did at the Etihad. The difference is that those two owners assumed control prior to the advent of financial fair play rules (and the current allegations against Manchester City concern if they breached those regulations once they were in place).

Profit and sustainability restrictions limit the capacity of owners, however rich, to invest funds on their squads and therefore likely would have hindered every Middle Eastern attempt to elevate the team to the standard of City. But it wasn't necessary for Newcastle’s spending to have been quite as cautious as it has; they could have spent more and stayed inside the threshold – or just accepted a relatively meagre European fine since their major problem is more with the European than the Premier League rules.

Infrastructure Investment and PSR Regulations

Besides which, stadium development is excluded from Profit and Sustainability calculations; the simplest method to increase revenue to create additional financial headroom would be to extend or redevelop the stadium. Considering the location of the home ground, with protected structures on multiple sides, practically that likely implies constructing an entirely new venue. There was talk in March of possibly making the nearby relocation to Leazes Park – resistance from local groups might have been overcome with a promise to create a replacement green space on the current stadium site – but there has been any progress on that plan. There has been significant cutbacks from the Saudi fund on a range of projects as it refocuses on local investments; the approach to the football club seems entirely in alignment with that strategic shift.

Player Sales Situation

The Alexander Isak saga was born of that tension. A bolder management might have portrayed his transfer as necessary to release funds for further investment; rather there was a unsuccessful effort to retain him. That meant the team began the season amid a feeling of frustration even with the signings of several new players. The start was indifferent: one win in their initial six fixtures.

Yet it appeared a turning point was reached. They secured five in six before the weekend, a run that featured demolitions of a Belgian side and Benfica in the Champions League. This explains the display against the Hammers was such a shock. The issue perhaps is that Newcastle’s approach is very aggressive, high-energy; a slight drop-off in energy can have profound effects. Maybe the strain of Premier League, Champions League and Carabao Cup competition, five games in 15 days, had taken its toll. Woltemade started each of those games and looked especially weary.

The Nature of Contemporary Soccer

This is the reality of modern the sport. Managers have to be prepared to make changes. The manager has been unlucky that the forward's fitness issue has left him short of attacking options but, no matter how valid the reasons, Sunday’s showing was unacceptable –especially following taking the lead at a ground primed to turn on its own side.

The Newcastle boss will wish it was just a blip, one of those days when all players is below par at once, but if the Magpies are to secure the Champions League in the future, not to mention one day mount an actual title challenge, they cannot be as unreliable as they have been.