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The Newcastle manager isn't typically given to dramatics or grand media statements. Based on his standards, his media briefing following Sunday’s loss to West Ham qualifies as a angry tirade. His side scored first but the opposition took the lead by half-time, while also hitting the post 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,” the coach said. “I almost could have taken anyone off and I think this indicated of our performance level at that stage during the match and it's extremely uncommon for me to have that impression. In fact, I cannot recall I have during my tenure as manager of Newcastle, so I felt the squad needed a significant change at the break. That’s why I made those decisions.”

Three key players all came off at half-time and the team managed to steady somewhat in the latter period, without ever appearing like they might fight back into the game against a side that had won only one of their last nine fixtures. Given how packed the middle of the standings is, with just three points separating third from 11th, and a nine-point margin between second and 17th, a sequence of 12 points from ten matches has not placed Newcastle stranded but, similarly, they cannot finish the season in 13th.

The Problem of Perception

The challenge to an extent is one of perception. With the Saudi PIF, Newcastle possess the wealthiest backers in the globe. The expectation when the Saudi fund bought 80% of the team in recent years was that it would have a transformative effect, similar to the former Chelsea owner had at Chelsea or Sheikh Mansour did at the Etihad. The distinction is that those two investors took over before the advent of FFP regulations (and the current allegations against Manchester City relate to if they breached those guidelines once they were in place).

Profit and sustainability regulations restrict the ability of owners, however rich, to invest funds on their teams and therefore likely would have hindered every Saudi effort to elevate the team to the standard of City. But there is no need for the club's expenditure to have been so restrained as it has; they could have spent more and stayed inside the limit – or simply taken a relatively meagre European penalty given their major issue is more with the European than the Premier League regulation.

Infrastructure Investment and PSR Regulations

Besides which, infrastructure spending is exempted from PSR calculations; the simplest way to increase revenue to create more PSR flexibility would be to expand or redevelop the stadium. Considering the site of the home ground, with protected structures on multiple sides, practically that likely implies building an completely new stadium. There was talk in March of possibly undertaking the nearby relocation to a local park – resistance from local groups could surely have been overcome with a commitment to create a new park on the current ground location – but there has been no movement on that proposal. There has occurred significant retrenchment from the Saudi fund on a variety of initiatives as it refocuses on local investments; the approach to Newcastle seems entirely in alignment with that strategic shift.

Player Sales Saga

The star striker saga was born of that conflict. A more confident leadership might have portrayed his sale as necessary to release funds for additional spending; rather there was a unsuccessful effort to keep him. That meant Newcastle began the season amid a feeling of disappointment even with the signings of several new players. The opening was mixed: one win in their first six fixtures.

Yet it seemed a corner had been turned. They secured five victories in six matches prior to Sunday, a streak that featured convincing wins of a Belgian side and Benfica in the European competition. That’s why the display against the Hammers was so surprising. The issue perhaps is that Newcastle’s approach is extremely intense, high-energy; a slight drop-off in energy can have significant consequences. Perhaps the strain of Premier League, European and cup matches, five games in a fortnight, had taken its toll. Woltemade featured in each of those matches and looked particularly fatigued.

The Nature of Modern Soccer

This is the nature of today's the sport. Coaches must be prepared to make changes. The manager has been unlucky that Wissa’s injury has meant he is lacking forward choices but, no matter how reasonable the reasons, Sunday’s performance was unacceptable –particularly after taking the lead at a ground ready to criticize its own side.

The Newcastle boss will wish it was merely a temporary setback, an off-day when everybody is below par simultaneously, but if Newcastle are to secure the European competition next season, let alone one day mount an actual championship bid, they must not be as unreliable as this.