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The Newcastle manager isn't typically given to dramatics or grand public statements. So by his usual demeanor, his media briefing following Sunday’s 3-1 defeat counts as a furious tirade. His side scored first but the opposition took the lead by the interval, while also striking the woodwork and seeing a spot-kick overturned by VAR, leading Howe to make a triple change at the half-time.

“The opening period was particularly irritating,” Howe said. “Virtually any player could have been substituted and I think that was a reflection of our performance level at that stage in the game and it's extremely uncommon for me to feel that way. Actually, I don’t think I have since I’ve been manager of the club, therefore I believed the squad needed some shaking up at half-time. That’s why I did what I did.”

Three key players were substituted at half-time and the team managed to steady somewhat in the second half, without ever really looking like they could get back into the contest against an opponent that had secured just a single victory of their last nine league matches. Considering the congestion the centre of the standings is, with just three points separating the top spots from mid-table, and a nine-point margin between the upper and lower ranks, a run of twelve points from 10 games has not left the Magpies stranded but, similarly, they must not end the campaign in 13th.

The Problem of Expectations

The challenge to an extent is one of perception. In the Saudi Public Investment Fund, Newcastle have the wealthiest owners in the world. The expectation when the PIF acquired a majority stake of the team in recent years was that it would bring a game-changing impact, similar to Roman Abramovich achieved at Stamford Bridge or the City Group had at Manchester City. The difference is that those two owners assumed control before the advent of financial fair play regulations (while the current allegations against City relate to whether they violated those guidelines after they were in place).

Profit and sustainability restrictions limit the ability of owners, no matter how wealthy, to invest funds on their squads and therefore likely would have hindered every Saudi attempt to elevate 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; they could have invested further and remained within the threshold – or simply taken a relatively meagre European penalty since their big issue is primarily with the continental than the domestic rules.

Infrastructure Investment and Financial Rules

Additionally, stadium development is exempted from Profit and Sustainability calculations; the easiest method to increase revenue to create more PSR flexibility would be to extend or renovate the arena. Considering the site of St James’ Park, with protected structures on multiple sides, in reality that likely means constructing an completely new venue. There was talk in spring of potentially making the short move to Leazes Park – resistance from community organizations could surely have been overcome with a promise to create a new park on the current stadium site – but there has not been no movement on that proposal. There has been significant retrenchment from the PIF on a range of initiatives as it refocuses on domestic affairs; the approach to the football club seems entirely in keeping with that strategic shift.

The Alexander Isak Situation

The star striker episode was arose from that conflict. A bolder management could have portrayed his transfer as essential to free up capital for additional spending; instead there was a vain effort to keep him. That meant the team began the season amidst a sense of frustration despite the acquisitions of several new players. The start was mixed: a single victory in their first six fixtures.

But it seemed a corner was reached. They secured five victories in six matches prior to Sunday, a streak that included demolitions of a Belgian side and Benfica in the Champions League. That’s why the performance against West Ham was so surprising. The problem 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, Champions League and Carabao Cup matches, five fixtures in 15 days, had taken its toll. Woltemade featured in each of those games and looked particularly fatigued.

Reality of Modern Soccer

That’s the nature of modern football. Coaches must be prepared to make changes. The manager has been unfortunate that the forward's fitness issue has meant he is lacking attacking options but, regardless of how valid the reasons, the weekend's performance was inexcusable –particularly after scoring first at a ground ready to turn on its own side.

Howe will hope it was merely a temporary setback, one of those days when everybody is off-colour at once, but if the Magpies are to qualify for the European competition next season, let alone one day launch an actual championship bid, they cannot be as inconsistent as this.