I've said it before but I'll say it again
Molly pines for Sherlock. Molly writes about Sherlock on her blog. Jim, who has never been heard of before but supposedly works with Molly, asks her out to drinks on her blog. Jim later is revealed to have been lying about his true identity and turns out to be a main antagonist.
John pines for Sherlock. John writes about Sherlock on his blog. Mary, who has never been heard of before but supposedly works with John, asks him out to drinks on his blog. Mary later is revealed to have been lying about her true identity and-
Well. I’ll let you fill in the rest.