Does anyone else think the Joshua-Whyte rivalry is slightly manufactured?

We all know promoters/fighters hype up a "rivalry" or grudge in order to garner more revenue for a fight.

However, with Whyte and Joshua, I have noticed a few small things in their mannerisms towards each other that makes me think they are actually quite friendly.

They do have a long past going back to the amateurs (where Whyte beat Joshua). They are said to have talked to each other a lot back then. When they faced off in the ring before their fight last December, have a look their facial expressions. They are smiling at each other and trying not to laugh almost (check out from 15:18 https://www.youtube.com/watch?v=pRDWHDW972k)

At the start of round 7 (which was the final round) they touch gloves. Probably more likely because they had earned each other's respect after a tough fight. And in interviews since then, although they do still trash-talk each other, both guys refer to each other by first name and Whyte even refers to him affectionately as "AJ" constantly.

These guys know they can meet again down the road in a rematch with a world title on the line. Or maybe a unification if Whyte can gain a belt (which he has the tools to do). Two pals going to make each other more cash. Or is this s**t all in my head?