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The Newcastle manager is not prone to histrionics or sweeping public statements. So by his usual demeanor, his press conference after the weekend's 3-1 defeat qualifies as a furious outburst. His side scored first but West Ham were ahead by half-time, while also hitting the post and seeing a spot-kick revoked by VAR, prompting Howe to make a triple change at the break.

“That was the frustrating thing about the first half,” Howe said. “I almost could have taken anyone off and I believe that was a reflection of our performance level at that stage during the match and it's extremely uncommon for me to feel that way. Actually, I cannot recall having done so since I’ve been manager of the club, so I felt the squad required a significant change at the break. This explains why I did those decisions.”

Three key players all came off at half-time and Newcastle managed to steady somewhat in the latter period, but never appearing like they might fight back into the game against an opponent that had secured just a single victory of their previous nine league matches. Considering how packed the centre of the standings currently is, with just three points separating third from 11th, and nine points between the upper and lower ranks, a sequence of twelve points from 10 games has not placed Newcastle stranded but, similarly, they cannot end the campaign in thirteenth place.

The Issue of Perception

The problem to an extent is one of perception. In the Saudi Public Investment Fund, the club possess the wealthiest owners in the globe. The assumption at the time the PIF acquired a majority stake of the club in recent years was that it would have a game-changing impact, similar to the former Chelsea owner had at Chelsea or the City Group did at the Etihad. The distinction is that both of those owners took over before the advent of financial fair play rules (and the ongoing charges against Manchester City concern if they breached those guidelines after they were implemented).

Profit and sustainability regulations restrict the capacity of proprietors, no matter how wealthy, to invest funds on their squads and therefore probably might have hindered any Middle Eastern effort to raise Newcastle to the standard of City. But there is no need for the club's spending to have been so restrained as it has; they might have spent more and stayed inside the limit – or simply taken a relatively meagre European fine given their big problem is primarily with the European than the Premier League regulation.

Stadium Spending and PSR Regulations

Besides which, infrastructure spending is excluded from Profit and Sustainability calculations; the simplest way to increase revenue to create additional PSR flexibility would be to extend or redevelop the arena. Considering the site of the home ground, with listed buildings on two sides, practically that probably means constructing an entirely new stadium. There was talk in spring of potentially undertaking the nearby relocation to Leazes Park – opposition from local groups might have been surmounted with a commitment to build a replacement green space on the current ground location – but there has been any progress on that proposal. There has occurred significant cutbacks from the Saudi fund on a variety of initiatives as it refocuses on domestic affairs; the approach to the football club appears entirely in keeping with that change of approach.

Player Sales Situation

The Alexander Isak saga was born of that conflict. A more confident leadership might have portrayed his transfer as essential to release capital for further investment; instead there was a vain attempt to keep him. This resulted in Newcastle began the season amid a feeling of frustration despite the signings of Woltemade, Yoane Wissa, Jacob Ramsey, Malick Thiaw and Anthony Elanga. The opening was mixed: a single victory in their initial six games.

But it appeared a turning point was reached. They secured five in six prior to the weekend, a streak that featured demolitions of a Belgian side and Benfica in the Champions League. That’s why the display against West Ham was so surprising. The issue perhaps is that the team's style is extremely intense, high-energy; a slight drop-off in intensity can have significant consequences. Maybe the pressure of domestic, European and cup competition, five games in 15 days, had taken its toll. Woltemade featured in all five matches and looked particularly fatigued.

Reality of Contemporary Football

That’s the nature of modern the sport. Coaches have to be prepared to rotate. The manager has been unfortunate that the forward's fitness issue has left him lacking forward choices but, no matter how valid the reasons, the weekend's showing was inexcusable –particularly after taking the lead at a stadium ready to turn on its own side.

Howe will wish it was just a blip, one of those days when everybody is off-colour simultaneously, but if the Magpies are to qualify for the Champions League in the future, not to mention eventually mount an genuine title challenge, they must not be as unreliable as they have been.