I think it's worth remembering that the McCanns are desperate - desperate - to keep the story on the news agenda, and have often made that clear, in numerous statements. Once the story slips off the UK news agenda, it will be very hard to get it back on there, and very difficult to get it onto international news agendae, including in the countries to which Madeleine may have been taken.
There's still a chance that Madeleine is still alive. This is not the same as the mawkishness over Princess Di, who was dead, and there was nothing anyone could do about it. She may still be alive, and keeping this story in the newspapers can only be of help to her. In addition, the running of this story can only IMO help other missing children, including Ben Needham, who is once again being written about. If he's alive, this can only help him.
Any journalist who helps keep the story in the papers is doing a worthwhile job IMO. When I'm in the gym, I always switch to Sky News when the McCann story comes on; and I feel far, far better about Sky News than I ever did before they showed such support for the McCanns.
There are also lots of feature angles I'd like to see pursued - can't understand why they're not being - eg, following up the line about international paedophile rings specifically targetting the Algarve. Which other resorts/countries do they target? Shouldn't we be told? Also, quite frankly, more about how on earth the McCann parents are keeping going. I would be in a state of collapse.