Setting any prisoners in exchange for captives will just encorage Hamas, Hezbollah and Iran to capture more Israeli's (and next time perhaps they'll target unarmed civilians rather than armed IDF patrols). I know it's really hard, and cruel and unfair on the family, but all IDF troops need to understand that if they are captured, that's it. No rescue will be made, and no prisoners/money/land will be given in ransom for their release. They will be treated as KIA and all banifits/payment that entails to go to their next of kin. Once Hamas realise that it is worthless to kidnap Israelise they will stop doing it.
US rally shows support for ex-Marine held by Iran on spying charges (AP)