Callum Wilson scored a memorable hat-trick as Bournemouth picked up their first-ever Premier League victory in style at the expense of 10-man West Ham.
Having played well in their opening two league games and having nothing to show for it, Cherries' boss Eddie Howe kept faith in the team that lost at Liverpool and they were the better side here and fully deserved their 4-3 win.
Darren Randolph replaced the suspended Adrian in goal for the hosts and much was made of the fact he had shipped 16 goals in his last three games against the Cherries.
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But the fact he was named West Ham's official man of the match speaks volumes for how badly the rest of his team-mates performed as Aaron Cresswell presented the visitors with their opening two goals and Carl Jenkinson became the fifth West Ham player to be sent off this season.
Wilson struck twice in the first-half with the Hammers all over the place but an early charge after the interval saw Slaven Bilic's side pull level through a Mark Noble penalty and a Cheikhou Kouyate goal.
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Any hopes of a remarkable turn around were ended when substitute Marc Pugh put Bournemouth back in front, with Wilson completing his hat-trick from the penalty spot after Jenkinson had been dismissed for pulling back Max Gradel.
West Ham got one back through substitute Modibo Maiga but no late onslaught arrived and Bournemouth collected their first three points of the campaign.
Winston Reid had the ball in the net after six minutes but the New Zealand defender saw his goal chalked off for an obvious push on Bournemouth skipper Tommy Elphick.
But the visitors snaffled away their first chance of the game as Simon Francis caught Cresswell in possession before cutting back for Wilson to thrash home his first Premier League goal.
A first-half drinks break did not help West Ham get a foothold in the game and failed to clear Cresswell's mind as, under no pressure, last season's player of the year inexplicably gifted possession to Wilson inside the Hammers' penalty area and the 23-year-old coolly added his second.
Gradel should have added the third goal in first-half stoppage time but saw his effort saved well by Randolph after Wilson had easily escaped the attention of early substitute James Tomkins to set him free.
Matt Jarvis came on at half-time for ineffective skipper Kevin Nolan and it was the man who took the armband who got the Hammers back into the game as they turned up the heat after the interval.
Noble was tripped inside the box by King after Payet's initial free-kick had been punched into the air by Artur Boruc and he dusted himself off to convert the resulting penalty.
West Ham were level seven minutes later as Diafra Sakho's turn and shot was palmed out by Boruc, with Kouyate on hand to turn home the rebound and level the contest.
Pugh showed that the visitors still had designs on taking all three points but his stinging drive was met by another smart stop from Randolph but the former Birmingham stopper could do nothing moments later as Pugh made up the ground to latch onto Gradel's pass and dodge two challenges before curling home.
Things went from bad to worse for the Hammers as Jenkinson was beaten to a long ball by Gradel and then pulled the tricky winger back inside the box, conceding a penalty and a red card as a result.
Wilson stepped up to complete his hat-trick, with his penalty just evading the sprawling Randolph - but the points were still not sealed as Maiga reduced the arrears with a good solo effort.
That proved to be the last goal of a breathless encounter as Bournemouth saw out six minutes of added time to seal an historic win.