Because the victims matter more than the self interests of that loved one putting themselves out there.
It’s a selfless act.
If I was missing and my closest loved ones were too selfish and and self absorbed to withstand the scrutiny of media attention, and get the word out about me, they’d wish I was never found when/if I ultimately was.
I can’t fathom not doing that in this particular situation, especially knowing how important that media attention is.
Marginalized people bemoan this fact when a case like this hits home for them. They fight and claw for every second of attention.
And for good reason. It matters.