Right now it's a game of diplomacy but if harm comes to the prisoners it will be telling what the response is.
Now if they were US forces, things would be a lot different. But that's why they picked UK marines. They're playing it safe. Easy target, satisfactory propaganda and humiliation. No fear of retaliation.
This game of diplomacy has been going on for some decades with the middle-east. The kidnapping of military personnel is a clear and present danger as far as I'm concerned. However, as a commoner I don't think any move should be made by the US or the UK until those respective governments let their peoples know just what in the world is going on to delay or prevent an immediate rescue. Is it some sort of military maneuvering in the area, the oil, crazy maniacs running the place, planned terrorist attacks in the UK or US?
I don't want to start WWIII, but I am sick of all the secrecy, while in the meantime westerners are being kidnapped, killed, bartered with or whatever. Our governments seem to be using their people as cannon fodder, and I'm tired of it.
We have the military and weaponry to end these problems almost immediately, but we refrain from using them at any and all cost.