I think Aryan is aware of his strong feelings for Imlie and is just tamping them down and hiding them and choosing not to act on them.
I also thought it was either the jija or as someone mentioned - his text deletion.
Also makers may have brought him in as negative - seeing fan response maybe they are playing it safe and not making him negative yet and are still deciding how to go further
I really don’t think Aryan is aware of his attraction, if that was the case he wouldn’t have been so surprised with his “cute lag rahe ho.” and “mein palta kyu.” Most probably Arylie is going to think of themselves as friends and undercurrent will be love. Opposite of Adini, where Adi thought them to be lovers but they were only friends.
To me yesterday’s and today’s episode felt like a subtle end to Adilie. The TRP of today’s and next week’s episode will decide if it will be the absolute end to Adilie and start to Arylie. Otherwise the week after that, Malini is going to find out Adi never filed his divorce papers and Imlie is still his wife (though no idea, how that is going to make Adi marrying Malini any better, it will only make things worse and disgusting.)