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Eddie Howe is not prone to histrionics or grand public pronouncements. Based on his usual demeanor, his media briefing following Sunday’s loss to West Ham counts as a angry tirade. His side took an early lead but West Ham were ahead by the interval, as well as striking the woodwork and seeing a spot-kick revoked by VAR, prompting 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 our performance level at that stage during the match and it's extremely uncommon for me to feel that way. Actually, I cannot recall I have since I’ve been manager of the club, so I felt the squad needed some shaking up at half-time. This explains why I made those decisions.”

Three key players all came off at half-time and the team did stabilise to an extent in the latter period, but never appearing like they might get back into the contest against a side that had won only one of their previous nine league matches. Given how packed the centre of the table currently is, with a mere three-point gap dividing the top spots from mid-table, and nine points between second and 17th, a sequence of 12 points from 10 games has not left the Magpies adrift but, equally, they must not finish the season in 13th.

The Problem of Perception

The problem partially is one of perception. With the Saudi PIF, Newcastle have the wealthiest backers in the world. The expectation when the PIF acquired a majority stake of the team in recent years was that it would have a game-changing impact, similar to Roman Abramovich had at Chelsea or Sheikh Mansour did at the Etihad. The distinction is that those two owners assumed control before the advent of financial fair play regulations (and the ongoing allegations against City concern whether they violated those guidelines once they were in place).

Profit and sustainability regulations limit the ability of proprietors, no matter how wealthy, to invest funds on their squads and so in that sense probably might have hindered any Saudi attempt to elevate Newcastle to the level of Manchester City. But it wasn't necessary for Newcastle’s spending to have been so restrained as it has; they could have invested further and remained within the limit – or simply taken a fairly minor Uefa fine given their big issue is primarily with the European than the Premier League regulation.

Infrastructure Investment and Financial Regulations

Additionally, stadium development is exempted from PSR calculations; the easiest method to raise income to create more financial headroom would be to extend or redevelop the stadium. Considering the site of the home ground, with protected structures on two sides, in reality that likely implies building an entirely new venue. There was talk in March of potentially undertaking the nearby relocation to a local park – opposition from local groups might have been surmounted with a commitment to create a new park on the existing stadium site – but there has been any progress on that proposal. There has been substantial retrenchment from the PIF on a variety of initiatives as it shifts focus on domestic affairs; the attitude to Newcastle seems completely in alignment with that strategic shift.

The Alexander Isak Situation

The star striker episode was born of that tension. A bolder leadership might have framed his transfer as necessary to release funds for additional spending; instead there was a vain effort to keep him. This resulted in the team began the season amid a sense of disappointment even with the signings of several new players. The start was indifferent: a single victory in their first six games.

Yet it appeared a corner had been turned. They had won five in six prior to Sunday, a streak that included demolitions of a Belgian side and Benfica in the European competition. That’s why the performance against the Hammers was such a shock. The issue perhaps is that the team's style is extremely intense, high-energy; a minor decrease in intensity can have significant effects. Maybe the pressure of Premier League, European and cup matches, five games in 15 days, had got to them. The German forward started each of those games and appeared particularly fatigued.

Reality of Modern Soccer

This is the nature of modern football. Coaches have to be prepared to make changes. Howe has been unfortunate that the forward's injury has left him short of attacking options but, no matter how valid the reasons, Sunday’s performance was unacceptable –especially after scoring first at a ground ready to turn on its home team.

The Newcastle boss will wish it was merely a temporary setback, one of those days when all players is off-colour simultaneously, but if the Magpies are to secure the European competition next season, let alone eventually mount an genuine championship bid, they must not be as inconsistent as this.