My bad, I didn't check that last step correctly.
This may not quite be within the MX2 syllabus, but if you differentiate the expression
twice, as a function of
and then as a function of
, it can be shown that there is exactly one point in the unit square
that is a stationary point in both cases.
(The derivative actually only needs to be taken once, as
and
are symmetric in the expression.)
This point can be shown to be a local maximum by analysing the two derivatives.
The function attains the value of
at this point, so
must be its maximum value over the unit square. (It's actually a global maximum, but that isn't necessary to show.)