Michael Turner emerged as the latest hero of Hull City's remarkable Barclays Premier League ascent as his 51st-minute header at the KC Stadium proved enough to inflict more capital carnage.
Following stunning wins at Arsenal and Tottenham Hotspur, the Lewisham-born Turner struck to sink Gianfranco Zola's West Ham and send the Tigers roaring back up to third place.
Confidence oozing from every pore, the home side deserved their latest win for their attacking intent and Phil Brown's men looked dangerous on the counter-attack right up to the final whistle.
The optimism and belief surging through the home side is in stark contrast to the Hammers, who were left to rue two Carlton Cole misses but summoned little by way of their quest for an equaliser.
Cole hit a simple first-half effort straight at Hull goalkeeper Bo Myhill when he should have scored, then scythed an even better chance against the underside of the bar moments after the restart from Turner's goal.
halfway line
Zola haneded Craig Bellamy his first league start of the season and the Welshman had his moments in the opening period but the Hammers laboured early and the home side started brightly, exuding the confidence which had swept them to such lofty heights.
Daniel Cousin posed a constant danger down the right flank while Marlon King, returning from the back injury which ruled him out of midweek international duty, saw a low shot grasped by Hammers keeper Robert Green.
King headed straight at Green from a Paul McShane cross in the 11th minute as the Tigers continued to dominate and Zola's men struggled to find a route out of their own half.
But the momentum began to change after a quarter of an hour when Bellamy, in his first contribution, raced across the halfway line and teed up Cole to side-foot the simplest of chances straight at Myhill.
Then Herita Ilunga could consider himself unfortunate for being penalised by referee Chris Foy after charging down an attempted Myhill goal-kick, and overhead-kicking the loose ball into the net.
steamrollered out
Dean Marney volleyed just wide from King's cross but the Hammers continued to get into the game and Ilunga came even closer when he headed Scott Parker's corner just the wrong side of the post from point-blank range.
The visitors were starting to enjoy far more possession in dangerous areas with Bellamy's low cross almost catching out a hesitant Hull defence, and Valon Behrami firing wide from long range.
The opener almost came from Bellamy, who blazed high and wide from a tight angle after Cole's clever knock-down in first-half injury time.
But in the end it came for the home side six minutes into the second half, when Turner outjumped Matthew Upson to head home the impressive Andy Dawson's corner from the right.
The Hammers had a golden chance to equalise two minutes later when Valon Behrami got round the back of the Hull defence and set up Cole on the edge of the six-yard box, but the striker scythed his shot against the underside of the bar.
Having survived that scare, the home side grew in confidence and Kamil Zayette came close in the 56th minute when he steamrollered out of defence before lashing a long-range effort just over the bar.
The home side were continuing to knock the ball around with aplomb, although Cole remained a threat and his cross in the 68th minute resulted in Matthew Etherington volleying into the side-netting from a tight angle.
Zola's men were left looking short of ideas with the home side hanging on with ease to claim their fifth top flight victory.
