If you want to discuss morals, then neither side is morally fruitful.
One side left their children at home, then went on a media circus when one of them went missing and no matter how you put it, they made money based upon their bad decisions and because no-one believed Goncalo Amaral (I do, I think he's hit the nail on the head with the hammer), well no-one who mattered, he wrote a book too.
If the Mccanns didn't want to 'benefit' from the money, they should have left the job to the police and missing persons charity. We live in a digital age, they could have sorted their own searches out from the back of a computer. Just remind me, who was looking for Madeleine when KM was writing her book (to profit from her loss) and while GM was working?
There are plenty of cases where people have had to sort their own searches out, Amy Bradley, Johnny Gosch, Natalee Holloway, in fact I can't from the top of my head think of anyone else who has taken this route to find a missing person, especially when it was their own bad judgement that caused it and how people can symphathise with the parents is beyond me. I'd put my house on the next post being "Its not about the parents, we want to find the child".
First of all the McCann's were given money by the public for the search for Madeleine, they had to open a fund in her name because of all the money they had been given.
They couldn't call it a charity as it was only for Madeleine, as the people who had given them the money wanted it to go for the search of Madeleine.
Now I don't know what you mean by 'made money' if you mean by selling things for the public to purchase to add to the fund, then yes, just as many charities sell different things to make money for the cause that they are supporting.
Amaral wrote a book on what he 'believed happened' to Madeleine. It was his own thesis of what happened to Madeleine. Nothing had been proven when he wrote his book, so he couldn't say for definite if what he perceived to be true actually was true.
He blackened the McCann's name, turned a lot of the public against them and halted the search for Madeleine.
You mention children who are missing where the parents have had to do their own search. Well the McCann's conducted their own search when the case was shelved. They have people answering the phone from members of the public who think they have spotted Madeleine, these sightings are then acted upon, the fund for Madeleine is used for this purpose.
They had a petition for the case to be reviewed, thousands of people signed the petition. They wrote to the Prime Minister David Cameron and he decided that the case needed to reviewed.
Now you may think this decision is unfair, but how many of the parents of the other missing children have been accused of faking an abduction and hiding their child's body?
How many of the parents of the other missing children have had the senior co-ordinator of the case write a book and accuse the parents of faking an abduction and hiding their child's body?
Now what would you do if you were in the McCann's shoes?