He wasn't playing with the fandom... until he learned that the fandom are more interested in the shipping fanservice than the story and everything else. After that, he realised that until he gives shipping fanservices, like "confessions", hand holdings, CPRs, "parallels" ect he can sell his mindf*ck highly. Trust me, the only (and only) difference between Naruto and Bleach was that Kubo didn't put shipping into his manga.
Also, those who knew the conception and creation of the manga may know that Hinata was created even before Sasuke and Sakura, so Kishi probably had some emotional sides with her and wished to make her wish come true too. But that's my speculation.
do you mean this sketch?
source and translated by : naruhina fanclub (4th post)