Because whatever it is doing is not working, and it is time for some accountability.
Let's start with the team's record.
Since the franchise made the controversial decision to advertise the coaching role - alienating Robyn Broughton in the process - the Steel has won 11 of its 35 games (31.4%).
The Steel's struggles to field a competitive team have, in part, been driven by budget constraints. But while the franchise may have been forced to cut player costs three years ago, no-one cares - least of all the nine other franchises.
The Steel has had time to rebuild and is reaping some dividends from its policy of backing local players. But there are three keys areas where the franchise will need to lift its game: defence, recruitment and coaching.
Even a novice netball fan would be able to tell you the Steel's defence has not been up to the task. The disparity between what star shooter Jhaniele Fowler-Reid can achieve and the slim pickings on offer for the Steel's defensive unit fits nicely with Mike Gatting's description of the New Zealand attack when Sir Richard Hadlee was the spearhead.
Gatting famously said it was like ''facing the World XI at one end and the Illford second XI at the other''. Same applies to the Steel, sorry.
It turns out quality defenders have way more impact than perhaps anyone imagined. The Magic is the prime example. The Hamilton-based franchise is operating with the same shooters - Jo Harten and Ellen Halpenny - the Tactix used to finish dead last in 2012.
By rights, the Magic should be struggling, but it is setting the pace and it has Casey Kopua and Leana de Bruin to thank for it. They are the most formidable defensive unit in the competition.
The difficulties the Steel faces in attracting a high-calibre defender south might actually be insurmountable. But once again, no-one cares.
Steel chief executive Sue Clarke described putting the 2014 playing roster together as a game of chess and prioritised finding a marquee defender. Did she forget to castle?
Some room for manoeuvre was eliminated because the Steel had already signed Jamaican international Fowler-Reid to a two-year deal.
Was that the right thing to do?
Reality check - Fowler-Reid is the best shooter in the league, but there are four other shooters in the tournament shooting above 90% and another three or four shooters whose accuracy is not far off that extraordinary benchmark.
Fowler-Reid does not give the Steel as big an advantage as fans in the South may have hoped for. If she did, the Steel would have won more than three of their nine games this season.
And once more, with the import slot used up, the Steel has to recruit defenders from non-restricted players and it is a much smaller talent pool.
With Kopua, de Bruin, Katrina Grant and Anna Harrison all settled, who did the Steel hope to recruit? The franchise ended up with Erena Mikaere, who looks a capable player. Mostly she has been confined to the bench and Rachel Rasmussen, Storm Purvis and Phoenix Karaka have been preferred.
Rasmussen is the only one of the four getting regular starts and seems a little lucky, if you compare her performances to the other three players.
That brings us to the coaching. Janine Southby is in her third year with the franchise and her record of 11 wins from 35 games is not impressive. She has been let down by the recruiting process. But that record would get you sacked if you worked for Manchester United or the Warriors, although probably not the Highlanders.
Of course, the Highlanders are enjoying a mini resurgence but is it time to review the coaching role?
Broughton led the Steel to two semifinal appearances in four years and had a record of 27 wins and 27 losses. The franchise cannot have been satisfied, because it advertised her job.
