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The Newcastle manager is not given to histrionics or grand public statements. Based on his standards, his media briefing following the weekend's 3-1 defeat counts as a furious tirade. Newcastle took an early lead but the opposition took the lead by the interval, as well as hitting the post and having a penalty revoked by VAR, prompting Howe to make a triple change at the break.

“That was the frustrating thing about the first half,” Howe stated. “Virtually any player could have been substituted and I think this indicated of our performance level in that moment during the match and it's extremely uncommon for me to have that impression. In fact, I cannot recall having done so since I’ve been manager of the club, therefore I believed the team required a significant change at half-time. This explains why I made what I did.”

Anthony Gordon, Nick Woltemade and Emil Krafth were substituted at half-time and Newcastle did stabilise to an extent in the second half, but never appearing like they might fight back into the game against a side that had won only one of their last nine fixtures. Given the congestion the middle of the table is, with just three points dividing third from 11th, and a nine-point margin between the upper and lower ranks, a run of 12 points from 10 games has not placed the Magpies adrift but, equally, they must not end the campaign in thirteenth place.

The Issue of Perception

The problem to an extent is one of public view. With the Saudi PIF, Newcastle possess the richest backers in the globe. The expectation at the time the Saudi fund acquired 80% of the club in recent years was that it would bring a game-changing impact, as Roman Abramovich had at Chelsea or Sheikh Mansour did at the Etihad. The distinction is that both of those owners took over before the introduction of FFP rules (while the ongoing charges against City relate to whether they violated those regulations after they were implemented).

Financial regulations restrict the capacity of owners, however rich, to invest funds on their squads and so in that sense likely would have slowed every Middle Eastern attempt to elevate Newcastle to the level of Manchester City. However there is no need for the club's expenditure to have been so restrained as it has been; they might have spent more and remained within the limit – or just accepted a fairly minor Uefa penalty since their big problem is primarily with the continental than the Premier League regulation.

Stadium Investment and PSR Rules

Additionally, infrastructure spending is exempted from PSR calculations; the easiest way to raise income to create additional PSR flexibility would be to expand or redevelop the stadium. Given the location of St James’ Park, with listed buildings on multiple sides, in reality that likely means constructing an entirely new venue. There was talk in March of potentially undertaking the nearby relocation to Leazes Park – opposition from local groups might 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 retrenchment from the Saudi fund on a variety of initiatives as it refocuses on domestic affairs; the attitude to Newcastle appears entirely in keeping with that change of approach.

Player Sales Saga

The Alexander Isak episode was arose from that conflict. A bolder management could have framed his sale as essential to free up funds for further spending; instead there was a vain attempt to keep him. This resulted in the team started the campaign amidst a sense of frustration despite the signings of several new players. The opening was indifferent: one win in their first six fixtures.

But it appeared a turning point had been turned. They secured five in six prior to the weekend, a streak that featured convincing wins of a Belgian side and a Portuguese club in the European competition. That’s why the performance against West Ham was such a shock. The problem maybe is that the team's approach is extremely intense, high-energy; a minor decrease in energy can have significant consequences. Perhaps the strain of domestic, Champions League and Carabao Cup competition, five fixtures in a fortnight, had got to them. Woltemade featured in each of those matches and appeared especially fatigued.

The Nature of Contemporary Soccer

This is the reality of modern the sport. Coaches have to be ready to make changes. The manager has been unfortunate that Wissa’s fitness issue has left him short of attacking options but, regardless of how reasonable the reasons, the weekend's performance was inexcusable –especially following taking the lead at a ground primed to criticize its own side.

Howe will wish it was just a blip, an off-day when all players is below par at once, but if the Magpies are to qualify for the European competition next season, let alone one day mount an actual championship bid, they must not be as unreliable as they have been.