Paul Ince suffered his first Premier League defeat as Blackburn manager against former club West Ham in a frantic finish at Upton Park.
Substitute Craig Bellamy and striker Carlton Cole both scored stoppage-time goals to shatter luckless Blackburn.
The Hammers were hanging on to a precarious 2-1 advantage thanks to goals from Calum Davenport and a Christopher Samba own goal early in the first half, with Jason Roberts replying in the 22nd minute. But the late show gave the scoreline a convincing look.
Home fans then turned on Rovers new boy, Australian Vince Grella. His crunching challenge left Scott Parker in a heap near the half-way line and referee Mike Riley had to calm down several West Ham players before showing the former Torino man a yellow card.
Centre back Davenport's goal came when he outjumped Samba and Ryan Nelson to head in Julien Faubert's superbly delivered corner.
West Ham made it 2-0 eight minutes later with a controversial goal that was at first credited to Dean Ashton but was later proved on television replays to have gone in off Samba.
Noble had started the move with a fine ball through to Faubert and he made ground to meet the Frenchman's low cross with a scuffed first-time effort which ended up trickling in off Samba.
Two minutes later, though, Jason Roberts was allowed a free passage through the West Ham penalty area and pulled a goal back with a neat finish just inside the far post.
But Blackburn's relief was short-lived. Roberts was soon booked for disputing an offside call and then Santa Cruz limped off to be replaced by Matt Derbyshire.
Straight after the interval came an even bigger one. Cole, back in defence, handled a free kick by Stephen Reid but Green plunged to his left to keep out Roberts' penalty.
Green excelled once more, saving with a foot when Brett Emerton's close-range header looked a certain equaliser in the 71st minute after Derbyshire's cross sailed over the head of substitute George McCartney at the far post.
But Robinson was equally heroic for Rovers, bravely keeping out Bellamy's shot after the Wales star made his comeback from injury as a second half substitute for Ashton - and then pushing Cole's fierce drive around a post as the Hammers looked to make sure of the points.
There was no stopping Bellamy, though, as he raced onto former Rovers skipper Lucas Neill's through-ball at the start of five minutes stoppage-time. And just for good measure Cole blasted a fourth with almost the last kick.