I've wondered about that statement, too. Imagine that BLM is a person who returned to the area where his wife had gone missing and, at that early point in time, he fully expected that the searchers would find her. Somewhere close to home, where she was supposedly riding her bike, he might have believed she had an accident and would be found fairly quickly. In his mind, he might think appealing to the public would be too soon as he expects the nearly 100 searchers to find her at any time so.... how would the public find her anyway? The public isn't allowed to search for her in that area. He would offer the reward of $100,000, expecting it would be a searcher who would find her and return her safely to her home.
I realize most people aren't going to believe that this scenario could be true.... but, if it were to be true... then a statement such as,
"It's too soon" would make perfect sense, imo.