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Eddie Howe isn't typically given to histrionics or grand public statements. So by his usual demeanor, his media briefing after the weekend's loss to West Ham counts as a angry tirade. Newcastle scored first but the opposition were ahead by half-time, as well as striking the woodwork and having a penalty revoked by VAR, leading Howe to make a three substitutions at the break.

“The opening period was particularly irritating,” the coach said. “I almost could have taken anyone off 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 have that impression. Actually, I don’t think I have since I’ve been head coach of the club, therefore I believed the team required a significant change at half-time. That’s why I made those decisions.”

Three key players all came off at the interval and Newcastle managed to steady somewhat in the latter period, without ever really looking like they might get back into the contest against an opponent that had secured just a single victory of their last nine league matches. Considering how packed the centre of the standings is, with a mere three-point gap dividing the top spots from mid-table, and nine points between second and 17th, a run of 12 points from ten matches has not placed Newcastle adrift but, similarly, they must not end the campaign in thirteenth place.

The Issue of Expectations

The problem partially is one of public view. With the Saudi PIF, Newcastle have the richest backers in the globe. The expectation at the time the Saudi fund bought 80% of the club in 2021 was that it would have a transformative effect, similar to Roman Abramovich had at Chelsea or Sheikh Mansour had at Manchester City. The distinction is that those two investors took over prior to the introduction of financial fair play regulations (while the current charges against City concern if they violated those regulations after they were in place).

Financial regulations limit the ability of owners, however rich, to invest funds on their teams and therefore probably would have slowed any Saudi effort to raise the team to the standard of Manchester City. However there is no need for the club's expenditure to have been quite as cautious as it has; they might have invested further and remained within the threshold – or simply taken a relatively meagre European penalty given their major problem is primarily with the European than the domestic regulation.

Infrastructure Investment and Financial Rules

Additionally, stadium development is exempted from PSR assessments; the easiest method to raise income to create additional PSR flexibility would be to expand or renovate the stadium. Given the site of St James’ Park, with listed buildings on two sides, practically that probably means building an completely new stadium. There was talk in March of possibly undertaking the short move to Leazes Park – resistance from local groups might have been overcome with a commitment to create a replacement green space on the current ground location – but there has been no movement on that proposal. There has been substantial cutbacks from the PIF on a range of initiatives as it shifts focus on local investments; the approach to the football club appears completely in alignment with that change of approach.

Player Sales Saga

The star striker saga was arose from that conflict. A bolder leadership might have portrayed his sale as necessary to free up funds for additional investment; rather there was a vain effort to keep him. This resulted in Newcastle began the season amidst a feeling of frustration even with the signings of several new players. The start was indifferent: a single victory in their first six fixtures.

Yet it seemed a corner was reached. They secured five in six before Sunday, a streak that featured convincing wins of a Belgian side and Benfica in the Champions League. That’s why the performance against West Ham was so surprising. The problem perhaps is that the team's approach is very aggressive, very high-octane; a minor decrease in intensity can have profound consequences. Maybe the strain of Premier League, European and cup competition, five fixtures in 15 days, had taken its toll. Woltemade featured in each of those matches and appeared particularly fatigued.

Reality of Modern Football

This is the nature of today's football. Coaches have to be ready to make changes. Howe has been unfortunate that the forward's fitness issue has meant he is short of forward choices but, regardless of how reasonable the reasons, Sunday’s showing was unacceptable –particularly following taking the lead at a ground primed to criticize its home team.

The Newcastle boss will wish it was just a blip, an off-day when everybody is below par at once, but if the Magpies are to qualify for the European competition in the future, let alone eventually mount an genuine title challenge, they must not be as unreliable as they have been.