I think with Maks it's like...he's permanently living in Hyperbole Land anyway lol (both because he's naturally extroverted and emotional and because he knows how to use this to get a rise out of people), he knows how to spin things PR-wise, and he's prone to just say the stuff that's on his mind. Most of the time it's probably a mixture of all of these things. So I would agree that it's most likely not one or the other extreme when it comes to motivation and what's really going on with him. He's not being cynical and peddling all of this only to get the MBT (again, IMO you don't do a rumba like that in week 8 if winning that ugly trophy is the only thing on your mind), but the shippers planning weddings and picking names for their children are also going a tiny bit overboard, heh. (-; Also, that icenetwork article is something that people in the skating community and people who are invested in DWTS anyway notice, not something that has all that much reach and effect beyond that iMO.
And he's always been very affectionate with partners he liked. He's been demonstrative with partners he didn't like because he probably sees it as some sort of loyalty/solidarity thing as well. I think the only two instances where I would definitely say "showmance" were Willa Ford and Erin, and as I understand it there was something going on for real in both cases, so it's not like that was only manipulative posturing and lying either. He also really liked Kirstie and Mel B, but for me that was just Maks expressing affection, I didn't read anything beyond that into their interactions. YMMV and all that jazz.
Coming to this as a D/W fan, I think the more surprising element in all this is Meryl tbh. The way she's at ease with him and opened up on the show is just great to watch IMO. And I don't think that's something you can fake, because it's not just the dances and the edited packages. It's in all their interviews, in their interactions throughout the show etc. And her body language: You could see they got along in the first show already, but also that she wasn't used to his demonstrative nature and handsiness, then from week to week she started reciprocating more and more. I think that part is totally sincere on both sides: They really like and respect each other and love dancing together.
And that is the part that feels really organic to me and likely what the parts of the audience who like them also respond to. You see a clear development of two people getting along, getting to know each other better and developing a bond and trust on the show. They're clearly in a different place now than they were at the beginning of the season. Whether that relationship is romantic, platonic, whatever, isn't the most important aspect for why this is working IMO (okay, the shippers are in a frenzy, but shippers are always in a frenzy...D/W shippers are also insisting that Meryl and Charlie are each other's one true love and Tanith is the devil incarnate. Also the V/M secret baby blog. Parts of the internet are just scary...). I do think having the contrast with James/Peta and the show going on and on about their special connection and chemistry that IMO never shows up in their dances and doesn't translate that much into their other interactions and also doesn't show the growth you see with Meryl and Maks makes that even more obvious. I think that's the main appeal for people who are buying what they are selling: Really great dancing by people who obviously love dancing together and who have formed a strong bond. The showmance aspect isn't the strongest factor in this IMO.