Besides correcting the inaccuracy here about Holeman, I have to say that a lot of us here totally misread the purpose of the April 2019 press conference.
Each previous press conference was for the primary purpose of informing the public about what was going on in the investigation. If you expected the April press conference to also be informational and aimed at the average person, then it would have left you mostly confused, because while some of it was aimed at reassuring the families/Delphi community and possibly was ad-libbed (the part about The Shack and "not what they are experiencing today"), IMO most of it was crafted with a single purpose: destabilization of the killer.
IMO the investigators were letting the killer know that they are aware of the vehicle at the CPS building and that they are aware that the video does not accurately capture how he usually appears. They hammered home the following images: "two LITTLE girls," "only a coward," "we know this was about power." And finally, there was the phrase Carter apparently planned to say but didn't: "we have a witness" (which was in the ISP press release from the conference quoted as part of his remarks). See the witness comment (which was never said) here:
New 'Face' of the Delphi Murder Suspect
It's not a Madison Avenue campaign, it's an FBI-directed campaign. The primary focus was NOT getting info out to the public so strangers (like us) can help solve it. It's so people close to this guy become more willing to tell what they know and so that his actions destabilize and break - possibly leading family to suspect him when they previously did not, or leading him to try to contact police to change his story, or to get in touch with them to find out exactly what they know.
If this case continues on with no obvious break (which it probably will), you may expect at some point for a newspaper to profile Holeman as a "super cop" or highlighting his new homicide training or his success with other cases. This would be another strategy to destabilize the killer and get under his skin.
All MOO.