Do people really think because these people are not blonde people don't care, or not young? Ridiculous, plenty of people do care, but charities and governments are not trying to get funds because it is counterproductive to pay off terrorists.
Companies who do it is another thing, that is their prerogative and probably the government can't do much to stop them. And as for if it was a celeb, then again, yes I'm sure a ransom would be paid but it wouldn't be by the government.
What more do people want? You don't have national campaigns for every child who is sick and needs money for treatment, why should two random people who sadly find themselves to be in an awful situation be different.
And of course we would all see things differently if it were members of our family, but that's the wonder of objectivity.
The only way to prevent attacks like this in the future is to not make the act profitable. Any one who misunderstands that and attributes it to their not being young or blond is on another planet as far as I am concerned.