I think the operative term is “comfort”. And as long as consenting adults are comfortable - it’s up to them how they behave with each other. That said - sometimes people aren’t comfortable, but pretend to be - for myriad reasons - I hope that’s not the case with Sana, or anyone there.
That said again, not everyone enjoys this showmance (and I use that term as neither individual has confirmed this as a genuine romance - and I’m not sure where Shehnaaz’ heart lies - I often think it’s with Paras), and some might find this kind of display discomfiting/unappealing to watch. BB should have a care in how far they go in their zeal to promote this SidNaaz story.