By Jon Clements, Crime Correspondent, on Nov 3, 09 11:01 AM in
Among the many interesting comments made by Jim Gamble, Britain's most senior child trafficking and abuse cop, about the disappearance of Madeleine was his theory about how whoever was involved would be regularly checking the internet to see if the net is closing in.
Gamble believes the new viral advert will "rattle" the offender or offenders because "every time you search for updates about where the investigation is you will meet this prompt to your conscience".
His willingness to discuss the case was a welcome relief after two and half years of complete silence from Leicestershire police, the Association of Chief Police Officers and the Serious Organised Crime Agency.
Gamble was reluctant to offer his own theory of what happened in Praia da Luz saying it "didn't matter" if Madeleine was taken for trafficking, or sexual exploitation or by some "deluded soul" who wanted to raise their own child.
Two words which did not pass his lips at any point, however, were "kidnap" and "abduct". Instead the case was strictly referred to as a "disappearance".
One thing Gamble did make clear, however, was his passionate belief that the advert would help find Madeleine and that it was still possible she remained alive.
"Statisticians do that most awful thing", he said. "They take away people's hope".
So do sniffer dogs.