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Eddie Howe isn't typically prone to dramatics or grand public statements. Based on his standards, his press conference after Sunday’s 3-1 defeat counts as a furious tirade. Newcastle took an early lead but the opposition took the lead by the interval, while also striking the woodwork and having a penalty overturned by VAR, leading Howe to execute a three substitutions at the half-time.

“The opening period was particularly irritating,” Howe stated. “I almost could have taken anyone off and I believe this indicated of where we were at that stage in the game and it’s very, very rare for me to have that impression. Actually, I don’t think I have since I’ve been manager of the club, therefore I believed the squad required a significant change at the break. This explains why I did those decisions.”

Anthony Gordon, Nick Woltemade and Emil Krafth were substituted at the interval and Newcastle managed to steady somewhat in the second half, but never really looking like they might fight back into the game against a side that had secured just a single victory of their previous nine league matches. Considering the congestion the centre of the table is, with a mere three-point gap dividing the top spots from mid-table, and a nine-point margin between the upper and lower ranks, a sequence of twelve points from 10 games has not left the Magpies adrift but, similarly, they must not finish the season in thirteenth place.

The Issue of Perception

The challenge to an extent is one of perception. In the Saudi Public Investment Fund, Newcastle have the wealthiest backers in the globe. The assumption when the PIF bought 80% of the club in recent years was that it would bring a transformative effect, similar to the former Chelsea owner achieved at Stamford Bridge or Sheikh Mansour did at the Etihad. The difference is that both of those investors assumed control prior to the advent of financial fair play rules (and the current allegations against City concern if they breached those guidelines once they were in place).

Financial restrictions restrict the ability of proprietors, however rich, to spend money on their squads and therefore probably might have slowed any Middle Eastern attempt to raise Newcastle to the standard of Manchester City. But it wasn't necessary for Newcastle’s spending to have been so restrained as it has been; they could have spent more and remained within the limit – or simply taken a relatively meagre Uefa fine since their major problem is primarily with the continental than the domestic rules.

Infrastructure Spending and PSR Regulations

Additionally, stadium development is excluded from Profit and Sustainability calculations; the easiest method to raise income to generate more PSR flexibility would be to extend or renovate the stadium. Considering the location of the home ground, with protected structures on multiple sides, practically that probably implies building an entirely new stadium. There was talk in spring of potentially making the short move to a local park – opposition from community organizations could surely have been overcome with a commitment to build a new park on the current stadium site – but there has not been any progress on that proposal. There has occurred substantial cutbacks from the PIF on a variety of projects as it shifts focus on domestic affairs; the approach to Newcastle seems completely in alignment with that strategic shift.

Player Sales Saga

The star striker saga was arose from that tension. A bolder management could have framed his sale as essential to free up capital for additional spending; instead there was a unsuccessful attempt to keep him. This resulted in Newcastle started the campaign amidst a sense of disappointment despite the acquisitions of several new players. The start was indifferent: a single victory in their first six fixtures.

Yet it seemed a corner was reached. They had won five in six before the weekend, a run that featured convincing wins of a Belgian side and Benfica in the Champions League. 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 slight drop-off in energy can have significant effects. Maybe the pressure of domestic, Champions League and cup competition, five games in 15 days, had taken its toll. Woltemade featured in each of those matches and appeared especially weary.

Reality of Modern Football

That’s the nature of modern football. Coaches have to be prepared to make changes. The manager has been unlucky that the forward's injury has meant he is lacking forward choices but, regardless of how reasonable the reasons, Sunday’s performance was unacceptable –especially following scoring first at a stadium primed to criticize its home team.

Howe will hope it was merely a temporary setback, one of those days when all players is below par at once, but if Newcastle are to qualify for the European competition next season, not to mention eventually mount an genuine title challenge, they must not be as inconsistent as they have been.