Craig Burley, haven't you heard yet? Only one club in the EPL is allowed to spend money and build squad, after squad, after squad, until they get it right. Newcastle? Newcastle aren't allowed to better their team, imagine them being able to compete against the Club that owns the EPL. Unheard of.
The financial rules have killed them. By now, they probably envision having a megastar in their attack and ushering out the likes of Joelinton, Burn, Willock, and a few other in favor of bigger names. But the financials have meant that they can't spend 100M on a player unless they sell one of their best players. As of now, they're firmly behind Villa and the Big Six.