Since this post is circulating again today, and I'm 100% more insane since I wrote it, I'd like to offer another layer: Shane and Ilya are starkly unaware that they are characters in romance novels. They aren't looking for love. If you asked Ilya what kind of story he was in, he would tell you he is a rock-star-esque figure that will burn bright and flame out young in some kind of tragedy. If you asked Shane, he would probably tell you to fuck off but when he thinks about it he would say he's in one of those masculine adventure/sports stories, where he rallies a team of men behind him to believe in themselves and defeat the odds. Shane is maybe looking for a "wife" because he's trying to conform throughout the whole novel and with Rose in the show, but looking for a heterosexual partner so that you can be normal is not romance novel behavior. There has to be some kind of rebellion. There has to be a reason you shouldn't be together, and they have plenty.
But it takes them so long, way longer than other romance novels, to even admit to themselves, let alone each other, that they are hurtling towards a committed partnership with someone they not only love, but deeply respect and desire life-long companionship with. Remember, they like each other. Something I love about Heated Rivalry is that there's no tearful confession in the rain, there's no heated first-time consummation after the love confession, because by the time they confess their love in bed together at the cottage, after they lay out their contents of their hearts—Shane with his "plan" and Ilya with his leap of faith to be the first one to say "I love you"—it's inevitable. They have had sex in almost every possible way, they know each other through their hockey play, and even though they haven't plumbed the depths of emotional intimacy yet, they know they want it. They're hungry to know more. To know everything. But they waited until the last possible moment, alone in the quiet wilderness where no one can perceive them or offer opinion (for now), to admit it.
To bring it back to the original thought: They've already done everything to become the other person's undisputed guy. From their POV: Oh shit, we're the protagonists of a romance novel. Loving each other is actually the most important, impactful thing that will ever happen to us. We will not fall into tragedy or obscurity, our story will have a happy ending, because we are together, and that's where our story ends. Not in death, not in retirement, not in loneliness and conformity, but with love, partnership, and commitment.
(thank you to @bea-goldfish for letting me workshop this analysis in your DMs last night lol)