Why did *journalists* chase up on the Madeleine picture . . .?

Maybe the McCanns were sure it wasn't Madeleine because the child din't look similar enough and they probably thought the photo was computer-generated. I thought so too because I figured out how to get a 94% match to the photo shown using Adobe Photoshop to recreate Madeleine's image from other photos. Anyways, it wasn't her, so what's the big deal? Another false alarm with the media feeding on it with a frenzy and making a huge deal of it. As always.