User blog comment:The Sam Puckett/Seddie/Creddie: Which Was Planned From the Start?/@comment-2242989-20110708215529

I think Seddie was originally planned from the start, ever since the pilot, they been always playing this game, and they were too afraid to stop playing it, and I think Dan originally intended for Seddie, (as he wrote iKiss and shipping wasn't as popular before iKiss), but I think he noticed Creddie, and he felt interested in that, and explore it. Or maybe he explored Creddie in iSaved Your Life, just to give the fans a taste of it. (Even though the writing, Creddie wise, was poor for iSYL).

I think the whole, "Freddie loves Carly" obsession was just meant for laugh and comedic purposes only, while I feel that he has taken Seddie seriously as he developed the relationship and friendship of Sam and Freddie.

But these are my thoughts and speculation. We'll have to ask Dan what he planned on after iCarly ends in the future, which I know will be very sad. :(