They were serial thrillers as they stormed to the Championship title – now Bournemouth are taking their fans on a white-knuckle ride in the Premier League.
Eddie Howe’s men – who utterly dominated the first half – were two up at the break when it should have been four.
They were pegged back to 2-2 eight minutes after the interval but showed superb courage to claim the win that they totally deserved by the end.
As for West Ham it is now five red cards under Slaven Bilic after Carl Jenkinson was sent off with 12 minutes left.
It is also two defeats in as many games after that victory against Arsenal that now looks a flash in the pan.
Callum Wilson set Bournemouth on their way with two superbly-taken goals in the first half.
The 23-year-old striker, ironically admired by West Ham along with several top-flight clubs, struck at the near post on 11 minutes after Simon Francis easily beat Aaron Cresswell.
The Hammers’ left-back then had an inexplicable lapse in concentration to gift Wilson a second 17 minutes later.
The goals were entirely deserved by Eddie Howe’s Cherries who dominated the first half and at times played their hosts off the park.
Angelo Ogbonna – the Irons’ £8.5million summer signing from Juventus – was hauled off after just 35 minutes after struggling to cope with Wilson, who was playing for Kettering five years ago.
West Ham were worried about reserve keeper Darren Randolph going into this match but it was the outfield players that they should have been more concerned about.
In fact, it was Randolph – in for the suspended Adrian – who saved them in first half injury time when Wilson cut the ball back to leave Max Gradel with the keeper to beat.
Noble sparked the fight-back two minutes after the break from the spot after being tripped by Josh King, who had also missed a first-half sitter.
Cheikou Kouyate drew West Ham level on 53 minutes when he rammed high into the net after Artur Boruc had saved from Diafra Sakho.
At that point it looked as though the home side’s experience would tell.
But substitute Marc Pugh hit a 66th-minute stunner to put Bournemouth 3-2 up, eluding challenges from Carl Jenkinson and James Tomkins.
And when Jenkinson was sent off late on for pulling down Max Gradel, Wilson clinched his hat-trick from the spot on 79 minutes.
West Ham substitute Modibo Maiga came on late to leave south coast hearts in mouths with an 82nd-minute strike after ghosting through the Bournemouth defence.
And Howe’s men cleared off the line in the dying seconds from a late corner.
But this was a win they totally deserved. Callum Wilson’s hat-trick – and his all-round performance showed just why he is coveted by so many clubs in the Premier League.
He scored 20 goals last season to help the Cherries out of the Championship and has so far been committed to the outfits where he has become a star.