Disclaimer: Its just my opinion based on everything we've seen.
To me, it looks like Asim genuinely loves Himanshi. It looked OTT when she was gone, with all the perfume in bed shit, but with her coming back and publicly friend-zoning him even after the 'I'm waiting for you' message from Parag, he is still the same. This sorta convinced me that he loves her. Granted, she didn't completely friendzone him, but just didn't make it official. One problem here is how little time they have spent together. Somewhere, Asim may love the idea of Himanshi more than Himanshi herself, because he has spent more time apart from her (in an isolated house with literally nothing to do all day except overthink shit) than together. There is an unseen video from yesterday where the two are eating together and talking about how their parents are with them. Its a cute, genuine moment between a young couple getting to know each other. But the problem is - it highlights how little they know about each other! This was a second/third date conversation they were having after Salman (infront of the whole world) held Asim responsible for Himanshi's broken engagement. Its insane pressure on both of them. But to me, Asim seems serious.
On the flipside, I think Himanshi loves the idea of the ship #AsiManshi. She loves that she went (as, in her own words, a TOP star) to a huge reality show and met a good-looking boy who couldn't stop complimenting her! Over time, she allowed more and more comfort between the two, and by the time she left he was full-on giving her all the attention in the world and professing his love for her even though she had made it crystal clear that nothing was gonna happen. She fell in love with the attention. Then, she was unfairly evicted (keeping her TOP star self-belief intact) and she went back to normal life where her fiancee, a guy who she's known and been close to for 9 years, wasn't acting like Asim. I mean, of course not! Asim was a totally different dude, locked in an isolated house, who fell for her. This is why her complaints about Chow revolve around attention issues. "I was sick, he didn't care. His parents (who she still calls her in-laws đľ) didn't seem to care that I went to this huge show and am now even more famous." Plus she mentioned there was some shit between Sana's friend or something, and Chow's brother. Additionally, the young good-looking filmy boy was also super famous now and had thousands of his own fans who were now her fans as well by association. Basically, she just didn't feel as important outside as she did in the house.
But she did get the importance somewhere else - social media. #AsiManshi exploded in popularity because of the timing of her eviction, when people were just getting invested in them as a couple. So she went balls-out and promoted the shit out of the couple, even using hashtags like #WeNeedHimanshiBack etc. Chow must have gotten sick of this and officially ended it at some point. Then, she got the re-entry as she hoped, and she is fully getting the attention she craved again in round two. But this time, she's disappointing people who were hoping she genuinely loved Asim. She met him and immediately (I think innocently) told him "People are going crazy over US!" That's the part that she is smitten by! The AsiManshi hype. Even when Rashmi told her how she is coming across, look at her body language - she ended up saying 'lets do it!' and implied she has kept Asim hanging on for a bit, but will fully express her love just as she is leaving! She even loved that Asim claimed his love infront of Salman! Why should that matter in the big picture? And why on your way out? Why not now and just spend the remaining time giving him game-related advice so he doesn't lose his mind after the connections thing ends? That is not the plan of someone who should be advising Asim to focus on the game. That is the plan of someone trying to create a 'moment' for AsiManshi fans to fawn over and trend on social media.
Again, these are just my opinions. Its what I think is going on here. In a way, they're both innocent because they are just pursuing what they like. But, Himanshi absolutely is selfish in her timing and approach given that we are 2 weeks away from the finale, and Asim is dumb for building her up in her head so much. Salman/BB/creatives are also hugely responsible for putting the seed of an eternal romance for the ages, building off from the ashes of a failed engagement, in Asim's mind - while what he got was a sweet gesture of interest, a little bit of jhappi-pappi, and no official commitment.