Since Prince William unexpectedly pulled out of an important royal event on Tuesday, speculation has been rife about the health of the Princess of Wales.
The Prince of Wales was due to give a reading at the service in honour of his late godfather, King Constantine II of Greece, but cancelled less than an hour before it was due to begin.
William's name was already printed on the order of service, and Kensington Palace cited a "personal matter" for his forced withdrawal.
Immediately, thoughts turned to Catherine who continues to recover from major abdominal surgery in Windsor.
Kate is still recuperating after abdominal surgery
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A royal source insisted the princess continued to "do well", but it hasn't stopped "Where is #KateMiddleton" trending around the world for most of the week.
The Palace, who refused to go into any further details, did not categorically rule out the princess's health as the reason for Prince William's absence but did confirm it was not to do with the tragic death of Thomas Kingston - the son-in-law of Prince and Princess Michael of Kent.
Social media is a help and a hindrance for Kensington Palace.
On the one hand, it allows them to connect directly with young people around the world, whose support they need for the monarchy to remain relevant in the 21st century.
Princess Kate's whereabouts have been trending on social media
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On the other, the default strategy of "never complain, never explain" cannot control millions of users publishing baseless rumours and insensitive memes.
The lack of information has created a void, which has been filled by speculation and unfounded theories about the Princess of Wales.
This is the reality Prince William and Catherine find themselves in, who are determined to protect their family's privacy.
Last night, their spokesperson said: "Kensington Palace made it clear in January the timelines of the princess's recovery and we'd only be providing significant updates. That guidance stands."
Kate is continuing her convalescence at Adelaide Cottage
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A swift dismissal of the amplified noise on social media networks, and perhaps a subtle "back off" to those who wish to pry further into Catherine's private life.
Sources indicate there is absolutely no reason to panic, and those close to her remain very positive.
This includes the Prince of Wales, who was keen to speak on behalf of him and his wife yesterday.
Speaking to Jewish students at the Western Marble Arch Synagogue, he said: "Catherine and I are extremely concerned about the rise in anti-Semitism that you guys have talked about so eloquently this morning, and I'm just so sorry you've had to experience that, it has no place and it shouldn't happen."
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Kate is entitled to recover in private as her health is not 'public interest'
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"So that's why I'm here today to reassure you all that people do care, people do listen and we can't let that keep going."
In January, when the Princess was admitted to hospital, Kensington Palace said Catherine "is unlikely to return to public duties until after Easter".
The Palace wants us to be patient and allow the princess to recover in private.
Her health may be of "interest to the public", but it is not "public interest" - Catherine has a right to keep her medical details to herself.
Today, Prince William continues to brush up on his Welsh language skills to celebrate St David's Day in Wales.
It appears Tuesday's last-minute cancellation for a "personal matter" was just a blip.