Agreed, Ruby is getting them high buzz unlike others and that's why working on her will work in show's favour. Because audience love her more and some part of audience hate/dislike her but can't ignore her.
Yeah they did the same with Siddharth, Shehnaz and Asim who were audience favourites.
I've only watched few seasons so I keep mentioning them as examples. Sorry in advance.
But I remember in season 11, shilpa never became captain until last few weeks. Tab BB never handed it to her. Why? Because Vikas Hina Arshi etc were creating enough nautangis organically.
Here toh only Rubina and Rahul are in true sense capturing audience attention. Imagine this season without Rubina, what would anyone discuss about?