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The Newcastle manager is not given to dramatics or sweeping public statements. So by his standards, his media briefing following the weekend's 3-1 defeat counts as a angry outburst. Newcastle scored first but West Ham took the lead by half-time, as well as hitting the post and seeing a spot-kick revoked by VAR, leading Howe to execute a three substitutions 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 think this indicated of our performance level in that moment in the game and it’s very, very rare for me to feel that way. Actually, I cannot recall I have during my tenure as head coach of the club, therefore I believed the squad needed some shaking up at half-time. That’s why I made what I did.”

Anthony Gordon, Nick Woltemade and Emil Krafth all came off at the interval and the team managed to steady to an extent in the latter period, but never appearing like they could get back into the contest against an opponent that had won only one of their last nine league matches. Given how packed the centre of the table currently is, with a mere three-point gap separating the top spots from mid-table, and a nine-point margin between the upper and lower ranks, a run of twelve points from ten matches has not left Newcastle adrift but, similarly, they cannot end the campaign in 13th.

The Issue of Perception

The challenge partially is one of perception. In the Saudi Public Investment Fund, Newcastle have the richest owners in the globe. The assumption at the time the Saudi fund acquired a majority stake of the team in recent years was that it would bring a transformative effect, similar to the former Chelsea owner achieved at Stamford Bridge or Sheikh Mansour had at Manchester City. The distinction is that those two investors assumed control prior to the introduction of FFP rules (and the ongoing allegations against Manchester City relate to if they violated those guidelines after they were in place).

Profit and sustainability restrictions limit the capacity of proprietors, no matter how wealthy, to spend money on their teams and therefore likely might have hindered any Middle Eastern attempt to elevate Newcastle to the level of City. However it wasn't necessary for Newcastle’s expenditure to have been quite as cautious as it has been; they might have invested further and stayed inside the limit – or simply taken a fairly minor European penalty given their big problem is primarily with the continental than the Premier League regulation.

Infrastructure Investment and Financial Regulations

Besides which, infrastructure spending is exempted from Profit and Sustainability calculations; the easiest method to increase revenue to generate more PSR flexibility would be to expand or redevelop the stadium. Given the site of the home ground, with protected structures on two sides, practically that probably means building an entirely new venue. There was talk in spring of possibly making the nearby relocation to a local park – resistance from local groups could surely have been surmounted with a promise to build a new park on the existing ground location – but there has not been no movement on that plan. There has been significant cutbacks from the Saudi fund on a range of projects as it shifts focus on local investments; the approach to Newcastle appears entirely in alignment with that change of approach.

The Alexander Isak Saga

The star striker saga was born of that tension. A bolder management might have framed his sale as necessary to free up capital for additional spending; instead there was a vain effort to retain him. This resulted in Newcastle began the season amid a sense of disappointment even with the signings of Woltemade, Yoane Wissa, Jacob Ramsey, Malick Thiaw and Anthony Elanga. The opening was mixed: a single victory in their first six games.

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 West Ham was such a shock. The problem maybe is that Newcastle’s style is extremely intense, high-energy; a minor decrease in intensity can have profound effects. Perhaps the pressure of domestic, Champions League and cup matches, five games in a fortnight, had taken its toll. Woltemade featured in each of those matches and looked particularly weary.

The Nature of Modern Soccer

This is the nature of modern the sport. Coaches have to be prepared to make changes. Howe has been unfortunate that Wissa’s injury has meant he is lacking attacking options but, no matter how valid the reasons, the weekend's performance was inexcusable –especially following taking the lead at a stadium primed to criticize its home team.

The Newcastle boss will hope it was just a blip, an off-day when all players is below par simultaneously, but if the Magpies are to qualify for the Champions League in the future, not to mention eventually launch an genuine championship bid, they cannot be as inconsistent as they have been.