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Well once you start it is difficult to stop, and also (I hate writing this, it feels wrong) the Madeline fund is not a charity and therefore doesn't have the same restrictions, the money has been used for things like mortgage payments, legal fees in libel cases that they took out, the wages of some family members who left their jobs to work on the fund days after she went missing and so on. So cynical people might say that publicity creates public interest, public interest creates funds.