Aston Villa's Milan Baros was on target twice as Everton slumped to their second successive four-goal thrashing.
Baros put Villa ahead controversially after 35 minutes, when he handled before lobbing Nigel Martyn.
Transfer-seeking Mark Delaney swept home a second two minutes after the interval and substitute Juan Pablo Angel added a neat third late on.
Everton were left embarrassed five minutes from time when Baros turned an Aaron Hughes cross past Martyn.
Goodison boss David Moyes gave a long-awaited debut to £5m summer signing Per Kroldrup, with fit-again Martyn replacing Richard Wright in goal.
And the Denmark defender was given a testing start to his career in the Premiership as Villa made a lively opening.
Luke Moore was narrowly off target and Baros was denied by Martyn diving at his feet after he evaded the attentions of Kroldrup.
Everton had the clearest early chance after 17 minutes when Mikel Arteta's cross found James Beattie unmarked at the near post, but he glanced a header over the top.
Villa went ahead in contentious circumstances after 34 minutes when Baros clearly controlled Gareth Barry's cross with his hand before lobbing a close-range finish over Martyn.
The goalkeeper led understandably furious Everton protests but they were waved away by Riley.
And as Everton looked to mount a recovery after the interval, Villa extended their lead after 47 minutes.
Milner whipped in a corner and Delaney - who has demanded to leave Villa Park - beat Tony Hibbert at the near post to flick home a neat finish.
Beattie had an opportunity to give Everton a lifeline, but the hard-working striker was blocked by sheer weight of numbers in the Villa penalty area.
Baros was being offered regular opportunities by a shaky Everton rearguard, forcing Kroldrup into a desperate block and then bringing a fine diving save from Martyn.
Simon Davies then forced Thomas Sorensen into his first serious save, a sign that for all Everton's complaints about Baros' goal, they were desperately lacking quality up front.
And Villa clinched the victory with eight minutes left when Baros linked superbly with Angel, playing in a brilliant pass for the substitute to score.
Baros added his second two minutes later as Everton collapsed again, scoring with a first-time finish from Aaron Hughes cross.
Aston Villa boss David O'Leary:
"I thought the first goal was important.
"I was delighted it came because I thought we should have been two or three up before that.
"It might have been fortunate, I haven't seen it, but we got it and we deserve a break this season - and if we got it, I'm delighted."
Everton manager David Moyes on the handball not given in the build up to Villa's first:
"It was a terrible decision that turned the game.
"There's no excuse for it to be given - he looked straight at it.
"We gave away goals far too easily for the level we are playing at."
Aston Villa: Sorensen, Delaney, Hughes, Ridgewell, Bouma, Milner (Bakke 62), McCann, Davis (Craig Gardner 83), Barry, Moore (Angel 70), Baros.
Subs Not Used: Taylor, De la Cruz.
Goals: Baros 35, Delaney 48, Angel 82, Baros 84.
Everton: Martyn, Hibbert, Yobo, Kroldrup, Neville, Davies, Cahill (Ferguson 81), Arteta, Osman (Bent 65), Beattie, McFadden.
Subs Not Used: Wright, Kilbane, Ferrari.
Ref: M Riley (W Yorkshire).