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The Newcastle manager isn't typically given to histrionics or grand public statements. Based on his standards, his press conference after Sunday’s 3-1 defeat qualifies as a angry outburst. His side took an early lead but West Ham took the lead by the interval, as well as hitting the post and having a penalty overturned by VAR, prompting Howe to make a three substitutions at the break.

“The opening period was particularly irritating,” Howe said. “I almost could have taken anyone off and I believe that was a reflection of our performance level at that stage in the game and it’s very, very rare for me to have that impression. In fact, I cannot recall I have during my tenure as head coach of Newcastle, therefore I believed the squad required some shaking up at half-time. That’s why I made what I did.”

Anthony Gordon, Nick Woltemade and Emil Krafth were substituted at the interval and Newcastle managed to steady to an extent in the second half, without ever really looking like they might get back into the game against a side that had won only one of their previous nine league matches. Given how packed the centre of the standings currently 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 run of twelve points from 10 games has not placed Newcastle stranded but, equally, they must not finish the season in thirteenth place.

The Problem of Expectations

The problem to an extent is one of public view. With the Saudi PIF, the club have the wealthiest backers in the world. The expectation at the time the Saudi fund bought a majority stake of the team in recent years was that it would have a transformative effect, similar to Roman Abramovich had at Chelsea or the City Group did at the Etihad. The difference is that those two investors took over before the introduction of FFP regulations (and the current allegations against Manchester City relate to whether they violated 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 would have slowed every Saudi attempt to elevate the team to the standard of Manchester City. But it wasn't necessary for the club's expenditure to have been quite as cautious as it has; they might have spent more and stayed inside the threshold – or simply taken a fairly minor Uefa fine given their big issue is primarily with the continental than the Premier League rules.

Stadium Spending and Financial Rules

Additionally, infrastructure spending is exempted from Profit and Sustainability calculations; the easiest method to increase revenue to generate additional PSR headroom would be to expand or renovate the arena. Given the site of St James’ Park, with listed buildings on two sides, in reality that likely implies constructing an entirely new venue. Rumors circulated in March of potentially undertaking the short move to a local park – resistance from community organizations might have been overcome with a commitment to create a replacement green space on the existing stadium site – but there has not been any progress on that proposal. There has occurred substantial cutbacks from the Saudi fund on a variety of projects as it refocuses on domestic affairs; the approach to the football club seems completely in keeping with that strategic shift.

Player Sales Saga

The star striker saga was arose from that conflict. A bolder management might have framed his transfer as essential to release capital for further investment; rather there was a unsuccessful attempt to retain him. That meant the team began the season amidst a feeling of frustration even with the acquisitions of Woltemade, Yoane Wissa, Jacob Ramsey, Malick Thiaw and Anthony Elanga. The opening was indifferent: one win in their first six games.

But it seemed a turning point was reached. They had won five victories in six matches prior to the weekend, a streak that included demolitions of Union Saint-Gilloise and a Portuguese club in the European competition. This explains the display against West Ham was so surprising. The issue maybe is that Newcastle’s approach is very aggressive, high-energy; a slight drop-off in energy can have profound effects. Perhaps the pressure of Premier League, European and Carabao Cup matches, five fixtures in a fortnight, had taken its toll. The German forward featured in all five matches and appeared especially weary.

Reality of Modern Football

That’s the reality of modern the sport. Coaches must be ready to rotate. Howe has been unlucky that the forward's injury has meant he is lacking attacking options but, no matter how reasonable the explanations, the weekend's showing was unacceptable –especially after scoring first at a ground ready to criticize its home team.

The Newcastle boss will hope it was just a blip, an off-day when all players is below par at once, but if the Magpies are to qualify for the European competition next season, let alone eventually mount an genuine championship bid, they cannot be as inconsistent as this.