Idc about the friendzoning thing even though he put himself in that situation but it's still something that's inevitable that can happen to some people. The problem is with this particular video here of him trying to apply make up to her.
Its a trend on youtube btw. Man applies makeup to make the girl look like a clown whilst cracking jokes at her expense.
He wants views from his and hers fanbase. Simple business. I don't know why people are looking deeply into this. I suppose it triggers them and reminds them of the girl they fancied who wouldn't look their way.
Also, i highly doubt he made legitimate moves on her and only made it seem he is interested in her to pave the way for her to be on his youtube. Making fresh content is his bread and butter.