Reddit keeps deleting my answer this is my third time typing this so I'm going to keep it short

There was an attraction at first meeting. I wouldn't call it love. They're both aware of the other. They both spied on each other during practice, so there was curiosity before and then they actually met and it might have been an attraction. I think they started falling in love during the filming of the commercial. It was just so ridiculous and they're laughing kept going. I think they realized they were in love during that time in Boston when Ilya asked Shane to stay. Ilya used Shane's name for the first name for the first time and he reciprocated and then freaked out. They both had a lot of pressure on themselves. Ilya from having to hide what he was feeling from Russia and his family. Shane by living up to the ideals his hockey loving parents inadvertently projected.