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Eddie Howe isn't typically prone to histrionics or sweeping media pronouncements. So by his usual demeanor, his press conference following Sunday’s 3-1 defeat qualifies as a angry outburst. Newcastle scored first but the opposition took the lead by the interval, as well as hitting the post and having a penalty revoked by VAR, leading Howe to execute a three substitutions at the half-time.

“The opening period was particularly irritating,” Howe stated. “Virtually any player could have been substituted and I think this indicated of where we were in that moment in the game and it's extremely uncommon for me to feel that way. In fact, I don’t think I have since I’ve been head coach of Newcastle, so I felt the team required some shaking up at half-time. That’s why I did 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 could fight back into the contest against a side that had won only one of their last nine league matches. Considering how packed the middle of the standings is, with just three points dividing third from 11th, and nine points between second and 17th, a run of twelve points from ten matches has not placed the Magpies stranded but, equally, they cannot finish the season in thirteenth place.

The Issue of Perception

The challenge partially is one of perception. With the Saudi PIF, the club possess the wealthiest owners in the globe. The expectation at the time the Saudi fund bought 80% of the club in recent years was that it would bring a transformative effect, as Roman Abramovich had at Chelsea or the City Group did at the Etihad. The distinction is that both of those investors assumed control prior to the advent of financial fair play regulations (while the current allegations against Manchester City concern if they violated those regulations after they were implemented).

Financial restrictions restrict the capacity of proprietors, however rich, to spend money on their teams and therefore likely might have slowed every Middle Eastern effort to elevate the team to the standard of City. However it wasn't necessary for Newcastle’s spending to have been quite as cautious as it has been; they might have invested further and stayed inside the limit – or just accepted a relatively meagre Uefa penalty since their big issue is primarily with the European than the Premier League rules.

Infrastructure Spending and Financial Regulations

Additionally, infrastructure spending is excluded from Profit and Sustainability calculations; the simplest way to increase revenue to create additional financial 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 implies constructing an completely new venue. Rumors circulated in spring of possibly undertaking the short move to a local park – opposition from local groups could surely have been surmounted with a promise to build a replacement green space on the existing stadium site – but there has not been any progress on that plan. There has been significant cutbacks from the Saudi fund on a variety of projects as it shifts focus on domestic affairs; the attitude to the football club seems entirely in keeping with that strategic shift.

Player Sales Saga

The Alexander Isak episode was born of that tension. A more confident leadership might have framed his sale as essential to release funds for additional investment; rather there was a unsuccessful effort to keep him. That meant Newcastle started the campaign amid a sense of disappointment even with the acquisitions of Woltemade, Yoane Wissa, Jacob Ramsey, Malick Thiaw and Anthony Elanga. The opening was mixed: one win in their first six fixtures.

Yet it appeared a turning point was reached. They secured five victories in six matches prior to Sunday, a streak that featured convincing wins of a Belgian side and a Portuguese club in the Champions League. That’s why the performance against the Hammers was so surprising. The problem maybe is that Newcastle’s approach is very aggressive, high-energy; a minor decrease in energy can have significant effects. Maybe the strain of Premier League, Champions League and Carabao Cup competition, five games in a fortnight, had got to them. The German forward started each of those matches and looked particularly fatigued.

The Nature of Modern Football

This is the nature of modern the sport. Coaches must be ready to rotate. Howe has been unfortunate that the forward's injury has left him short of attacking options but, regardless of how reasonable the explanations, Sunday’s performance was unacceptable –especially following taking the lead at a stadium ready to turn on its own side.

The Newcastle boss will hope it was just a blip, one of those days when everybody is below par simultaneously, but if Newcastle are to qualify for the Champions League next season, not to mention one day launch an actual title challenge, they must not be as inconsistent as this.