It all made for such delicious mystery.
Everything. The fact it was a respected airline and a reliable jet, a model flown all over the world. The diverse passenger list, the stolen passports, the absolute lack of communication from anyone on board - machine or man - from the safest stage of flight.
Nothing fuels speculation like uncertainty and there was plenty of that. We considered terrorism. We debated depressurisation.
An ocean away in Colorado, a satellite imaging company crowd-sourced online volunteers to scan 80,000 pictures of the briny blue for any smudge or smear that might've been a 777.
The conspiracy theorists stirred into gear and everyone played Sherlock at once.