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The Newcastle manager is not given to dramatics 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 scored first but the opposition were ahead by half-time, while also striking the woodwork and seeing a spot-kick overturned by VAR, leading Howe to execute a triple change at the half-time.

“That was the frustrating thing about the first half,” the coach stated. “I almost could have taken anyone off and I believe that was a reflection of our performance level in that moment in the game and it’s very, very rare for me to feel that way. Actually, I don’t think I have during my tenure as head coach of Newcastle, so I felt the team needed some shaking up at the break. That’s why I did those decisions.”

Three key players all came off at half-time and the team did stabilise somewhat in the latter period, but never 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 the congestion the middle of the standings is, with a mere three-point gap dividing third from 11th, and a nine-point margin between second and 17th, a run of twelve points from 10 games has not left Newcastle adrift but, similarly, they cannot end the campaign in 13th.

The Problem of Perception

The problem to an extent is one of perception. In the Saudi Public Investment Fund, the club have the richest backers in the world. The assumption at the time the PIF acquired a majority stake of the club in recent years was that it would have a game-changing impact, as the former Chelsea owner achieved at Stamford Bridge or Sheikh Mansour did at the Etihad. The difference is that those two investors assumed control prior to the advent of FFP regulations (and the ongoing allegations against City relate to whether they violated those regulations after they were in place).

Financial regulations restrict the ability of proprietors, however rich, to invest funds on their teams and therefore likely would have hindered any Saudi effort to raise Newcastle to the level of Manchester City. But it wasn't necessary for the club's spending to have been so restrained as it has been; they could have invested further and remained within the limit – or simply taken a fairly minor European fine since their big issue is more with the European than the domestic rules.

Infrastructure Investment and Financial Rules

Besides which, stadium development is excluded from Profit and Sustainability calculations; the easiest method to increase revenue to create more financial flexibility would be to expand or redevelop the stadium. Considering the location of the home ground, with protected structures on multiple sides, practically that likely implies constructing an completely new venue. There was talk in spring of potentially undertaking the short move to Leazes Park – opposition from local groups could surely have been surmounted with a promise to create a replacement green space on the existing stadium site – but there has not been any progress on that plan. There has been substantial cutbacks from the Saudi fund on a range of initiatives as it refocuses on domestic affairs; the attitude to Newcastle seems entirely in keeping with that change of approach.

Player Sales Saga

The Alexander Isak episode was arose from that conflict. A more confident management might have portrayed his transfer as essential to free up funds for further investment; rather there was a vain attempt to retain him. This resulted in the team started the campaign amidst a sense of disappointment even with the signings of several new players. The opening was mixed: a single victory in their first six games.

Yet it seemed a corner had been turned. They secured five victories in six matches before Sunday, a run that included convincing wins of a Belgian side and a Portuguese club in the Champions League. That’s why the performance against West Ham was so surprising. The issue perhaps is that the team's approach is very aggressive, very high-octane; a minor decrease in intensity can have profound effects. Perhaps the strain of Premier League, European and cup matches, five games in 15 days, had got to them. Woltemade featured in each of those games and looked especially weary.

The Nature of Modern Soccer

This is the reality of modern football. Coaches must be ready to make changes. Howe has been unlucky that the forward's injury has left him short of attacking options but, regardless of how reasonable the explanations, the weekend's showing was inexcusable –especially following taking the lead at a stadium ready to criticize its home team.

The Newcastle boss will hope it was just a blip, one of those days when all players is below par at once, but if the Magpies are to qualify for the European competition in the future, not to mention eventually mount an genuine championship bid, they cannot be as inconsistent as they have been.