During that three week period, there was so much swirling around and so much that had been taken out of their control, and particularly who Nicola was - it had gotten lost.
As the search continued, sleuths began posting hurtful and misleading claims about the case, prompting conspiracy theories with armchair detectives travelling to Lancashire to livestream the search.
You're poking a monster. I was getting direct messages from people that I've never met - they don't know me, they don't know us, they don't know Nikki.
The family initially welcomed the public interest, before the online fixation and obsession turned into a double-edged sword.
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