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Eddie Howe isn't typically prone to histrionics or grand public pronouncements. Based on his standards, his press conference after Sunday’s loss to West Ham counts 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, prompting Howe to make a triple change at the half-time.

“The opening period was particularly irritating,” the coach stated. “I almost could have taken anyone off and I believe this indicated of our performance level in that moment in the game and it's extremely uncommon for me to have that impression. Actually, I cannot recall I have during my tenure as manager of Newcastle, therefore I believed the team needed some shaking up at the break. This explains why I did what I did.”

Anthony Gordon, Nick Woltemade and Emil Krafth were substituted at half-time and Newcastle managed to steady somewhat in the second half, without ever appearing like they could get back into the game against an opponent that had won only one of their last nine fixtures. Given how packed the middle of the standings 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 the Magpies adrift but, equally, they must not end the campaign in 13th.

The Issue of Perception

The challenge to an extent is one of perception. In the Saudi Public Investment Fund, Newcastle possess the richest owners in the world. The expectation when the PIF bought 80% of the team in recent years was that it would bring a game-changing impact, similar to the former Chelsea owner had at Chelsea or the City Group did at the Etihad. The distinction is that those two investors took over before the introduction of financial fair play rules (while the ongoing allegations against Manchester City relate to if they breached those guidelines after they were implemented).

Profit and sustainability regulations limit the ability of owners, no matter how wealthy, to spend money on their squads and so in that sense likely would have slowed any Saudi effort to raise Newcastle to the standard of City. However it wasn't necessary for the club's spending to have been quite as cautious as it has; they might have invested further and remained within the threshold – or just accepted a relatively meagre European fine given their major problem is primarily with the European than the domestic rules.

Stadium Investment and Financial Rules

Additionally, infrastructure spending is exempted from Profit and Sustainability calculations; the simplest method to raise income to generate additional financial flexibility would be to extend or redevelop the stadium. Given the site of the home ground, with listed buildings on two sides, practically that probably implies building an entirely new stadium. There was talk in spring of potentially undertaking the short move to Leazes Park – resistance from local groups might have been overcome with a promise to create a replacement green space on the current stadium site – but there has not been any progress on that plan. There has occurred substantial retrenchment from the Saudi fund on a range of initiatives as it shifts focus on domestic affairs; the approach to Newcastle seems entirely in keeping with that strategic shift.

The Alexander Isak Saga

The Alexander Isak episode was born of that conflict. A bolder leadership could have portrayed his sale as essential to release capital for additional spending; instead there was a vain effort to keep him. That meant the team began the season amid a sense of disappointment even with the acquisitions of Woltemade, Yoane Wissa, Jacob Ramsey, Malick Thiaw and Anthony Elanga. The start was mixed: one win in their first six games.

But it appeared a corner was reached. They secured five victories in six matches before the weekend, a streak that included convincing wins of a Belgian side and Benfica in the European competition. That’s why the performance against West Ham was such a shock. The problem perhaps is that the team's style is extremely intense, very high-octane; a slight drop-off in intensity can have profound effects. Perhaps the strain of domestic, European and cup matches, five fixtures in 15 days, had taken its toll. Woltemade featured in all five matches and looked especially fatigued.

The Nature of Contemporary Football

That’s the nature of today's the sport. Managers have to be prepared to make changes. Howe has been unlucky that the forward's injury has left him short of forward choices but, regardless of how reasonable the explanations, the weekend's performance was inexcusable –particularly after taking the lead at a ground ready to turn on its home team.

Howe will hope it was merely a temporary setback, one of those days when everybody is below par simultaneously, but if the Magpies are to secure the Champions League in the future, let alone one day mount an genuine title challenge, they must not be as unreliable as they have been.