"?West Ham United risk becoming the object of mass footballing ridicule after 'revelations' - brought to light by commentators and fans alike - suggested that the club had deployed the use of 'crowd noise' through their tannoy systems in a bid to enhance the atmosphere at the club's new London Stadium.
The implication that the new stadium has failed to emulate the intense and intimate atmosphere created at Upton Park is likely to validate claims that the new stadium is soulless and passive - particularly given the distance between supporters to the pitch.
This revelation adds further insult to injury, with the Hammers having made an abject start to the season after the team performed so well last time out, finishing in seventh place and reaching the Europa League.
Their ambition of breaking into the top four had been spearheaded by a move to a new stadium, which housed the Olympics in 2012, and signalled their intent on challenging London's top clubs.
But Sunday's 3-0 home capitulation to Southampton - their fifth Premier League defeat in six - has now been compounded by the revelation that the club are 'forced' to play crowd noise in order to improve the dispirited atmosphere, which was seemingly verified by match commentators and supporters at the ground.
As is the norm now, the Twitter-sphere was only too obliging in offering their indictment on this sorry story:
West Ham actually played crowd noise from the stadium speakers. Lost for words about the club ?
West Ham played crowd noise through the speakers today in an attempt to increase the atmosphere. Their final nail has been "hammered" in
Should be illegal for West Ham fans to even say the words 'big club' when they are playing crowd sounds from speakers to lift the atmosphere
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I'm at the West Ham game as as a neutral and they just played crowd noise out the speakers..
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West Ham:
- Lose 5 from first 6 games
- Fans fighting each other
- Playing crowd noise through speakers
- And this: pic.twitter.com/pWBeyQeapI
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West Ham are actually playing crowd noise through the speakers to create an atmosphere at the London Stadium ? https://t.co/QmYbtlmbR3
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West Ham are playing crowd noises through the stadium speakers... #WHUSOU pic.twitter.com/R2shpNihsI