I was going to do a post on the media reaction to the Madeleine McCann abduction case, but Andrew Collins says it all really.
It's a strange world where one missing child elicits incredibly awkward appeals by international footballers, other players donning wristbands, and a multitude of celebrities jumping on the "look at me, I really care" bandwagon.
And I wonder if Gordon Brown will be offering his services to the many thousands of other families in the UK with missing persons?
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