It is extraordinarily unusual, perhaps even unprecedented, for police to name and even issue a picture of a suspect in custody.
But there's a sense here now that these are desperate times and perhaps desperate measures are needed.
I understand Dyfed-Powys Police took legal advice before taking this decision and went ahead on the basis that issuing such an appeal could potentially generate lifesaving information.
I also understand that when Mark Bridger was arrested yesterday, police carried out a 'safety interview'.
Instead of taking him back to the police station to begin questioning, they asked him some very specific questions there and then before he'd had any legal advice: Do you know where April is? Is there anything you can tell us that could help safeguard her?
While not illegal, that too is unusual.