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Eddie Howe isn't typically given to histrionics or grand media statements. Based on his standards, his media briefing after the weekend's loss to West Ham counts as a furious tirade. His side took an early lead but West Ham took the lead by the interval, as well as striking the woodwork and having a penalty revoked by VAR, prompting Howe to execute a triple change at the break.

“That was the frustrating thing about the first half,” the coach stated. “Virtually any player could have been substituted and I believe that was a reflection of where we were in that moment during the match and it’s very, very rare for me to feel that way. Actually, I don’t think having done so during my tenure as head coach of Newcastle, therefore I believed the team needed some shaking up at the break. That’s why I did what I did.”

Three key players all came off at the interval and the team managed to steady to an extent in the second half, but never really looking like they could get back into the game against a side that had won only one of their previous nine fixtures. Given how packed the centre of the table is, with a mere three-point gap separating third from 11th, and nine points between second and 17th, a run of 12 points from 10 games has not placed Newcastle adrift but, similarly, they cannot finish the season in thirteenth place.

The Problem of Expectations

The problem to an extent is one of public view. In the Saudi Public Investment Fund, the club possess the wealthiest backers in the globe. The expectation when the PIF acquired 80% of the team in recent years was that it would bring a transformative effect, as Roman Abramovich had at Chelsea or Sheikh Mansour had at Manchester City. The distinction is that those two investors assumed control prior to the advent of FFP rules (and the ongoing charges against Manchester City relate to whether they breached those guidelines after they were implemented).

Profit and sustainability restrictions limit the ability of proprietors, no matter how wealthy, to spend money on their teams and so in that sense likely might have slowed every Saudi attempt to raise the team to the level of Manchester City. But there is no need for the club's expenditure to have been so restrained as it has been; they might have spent more and stayed inside the threshold – or just accepted a relatively meagre Uefa penalty given their big problem is primarily with the continental than the domestic rules.

Infrastructure Spending and PSR Regulations

Besides which, stadium development is exempted from PSR assessments; the simplest way to increase revenue to generate more financial headroom would be to expand or redevelop the stadium. Considering the site of the home ground, with listed buildings on multiple sides, in reality that probably means building an completely new venue. There was talk in spring of possibly making the short move to a local park – resistance from local groups might have been surmounted with a commitment to create a new park on the existing ground location – but there has not been any progress on that plan. There has been substantial retrenchment from the PIF on a range 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 episode was arose from that conflict. A more confident leadership might have framed his sale as necessary to free up capital for additional investment; instead there was a vain attempt to keep him. That meant Newcastle started the campaign amid a feeling of frustration despite the acquisitions of several new players. The start was indifferent: a single victory in their initial six games.

But it seemed a turning point was reached. They had won five in six prior to the weekend, a streak that featured demolitions of a Belgian side and Benfica in the Champions League. This explains the performance against the Hammers was such a shock. The issue perhaps is that Newcastle’s approach is extremely intense, very high-octane; a minor decrease in intensity can have significant effects. Maybe the pressure of domestic, Champions League and cup competition, five games in 15 days, had taken its toll. The German forward featured in all five games and looked particularly weary.

Reality of Modern Soccer

This is the reality of modern football. Managers must be prepared to make changes. Howe has been unlucky that Wissa’s fitness issue has meant he is short of attacking options but, no matter how reasonable the explanations, Sunday’s showing was inexcusable –especially following taking the lead at a ground ready to criticize its own side.

Howe will hope 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 in the future, let alone eventually mount an actual title challenge, they cannot be as unreliable as this.