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The Newcastle manager isn't typically given to dramatics or sweeping media statements. Based on his standards, his press conference following Sunday’s 3-1 defeat qualifies as a angry tirade. His side took an early lead but the opposition were ahead by the interval, as well as striking the woodwork and having a penalty revoked by VAR, leading Howe to execute a three substitutions at the half-time.

“That was the frustrating thing about the first half,” the coach said. “Virtually any player could have been substituted and I believe that was a reflection of our performance level in that moment during the match and it's extremely uncommon for me to have that impression. In fact, I cannot recall I have since I’ve been manager of Newcastle, so I felt the squad needed a significant change at half-time. That’s why I did those decisions.”

Anthony Gordon, Nick Woltemade and Emil Krafth all came off at half-time and the team did stabilise to an extent in the latter period, but never appearing like they could fight back into the game against a side that had won only one of their previous nine fixtures. Considering how packed the centre of the standings currently is, with just three points separating the top spots from mid-table, and nine points between the upper and lower ranks, a run of 12 points from ten matches has not left Newcastle adrift but, similarly, they must not finish the season in 13th.

The Problem of Perception

The problem to an extent is one of public view. With the Saudi PIF, the club have the wealthiest backers in the world. The assumption when the Saudi fund bought a majority stake of the club in recent years was that it would bring a game-changing impact, as Roman Abramovich achieved at Stamford Bridge or the City Group did at the Etihad. The distinction is that those two owners took over before the advent of financial fair play regulations (while the ongoing allegations against City relate to if they breached those regulations once they were in place).

Financial restrictions limit the capacity 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 raise the team to the standard of City. However there is no need for the club's expenditure to have been quite as cautious as it has been; they could have spent more and remained within the limit – or just accepted a relatively meagre Uefa fine given their big problem is more with the European than the Premier League rules.

Stadium Spending and Financial Rules

Additionally, stadium development is exempted from Profit and Sustainability calculations; the easiest way to increase revenue to create more financial headroom would be to expand or redevelop the stadium. Given the site of the home ground, with listed buildings on two sides, practically that probably means constructing an entirely new venue. There was talk in March of potentially undertaking the nearby relocation to Leazes Park – resistance from community organizations could surely have been surmounted with a commitment to create a new park on the current stadium site – but there has not been no movement on that plan. There has been substantial retrenchment from the Saudi fund on a range of initiatives as it shifts focus on local investments; the approach to the football club appears completely in keeping with that strategic shift.

The Alexander Isak Saga

The Alexander Isak saga was born of that tension. A bolder leadership might have framed his transfer as necessary to free up funds for further investment; rather there was a vain effort to keep him. That meant the team began the season amid a sense of frustration even with the signings of Woltemade, Yoane Wissa, Jacob Ramsey, Malick Thiaw and Anthony Elanga. The opening was indifferent: a single victory in their first six games.

But it appeared a turning point had been turned. They secured five in six before the weekend, a run that featured convincing wins of Union Saint-Gilloise and Benfica in the European competition. This explains the performance against West Ham was such a shock. The issue maybe is that Newcastle’s approach is extremely intense, very high-octane; a minor decrease in energy can have significant effects. Perhaps the pressure of Premier League, European and Carabao Cup matches, five fixtures in a fortnight, had got to them. The German forward started each of those games and looked especially weary.

The Nature of Modern Football

This is the reality of modern the sport. Managers have to be prepared to make changes. The manager has been unfortunate that the forward's injury has meant he is short of attacking options but, no matter how valid the explanations, the weekend's showing was inexcusable –particularly following scoring first at a stadium ready to criticize its own side.

Howe will wish it was just a blip, one of those days when all players is below par at once, but if Newcastle are to secure the European competition in the future, not to mention one day launch an genuine championship bid, they must not be as unreliable as they have been.