This new villain is hilarious in his awfulness. Presumably he's gotten to his current position by pulling the wool over the eyes of Asuna's father for years, but what does he do here? He advertises his nastiness out of the blue when his plan could have gone forward just fine without doing this. The bit on the marriage / partnership was clearly devastating enough on its own, but then the show has to unbelievably twist the knife just for the sake of doing it. Wow. The worst of it for me is that Kirito actually seems intimidated by this and likely isn't going to do anything about this in real life. Tell Asuna's dad his business partner is a sleaze? Nah, surely all problems can be best solved by playing video games!
One thing I wasn't thrown off by was Kirito's physical state. This episode established that he wasn't at 100%, and there was a time skip between this episode and when he woke up from SAO. There was opportunity for him to recover.
As for the not-really-my-sister drama...yeah, there isn't much to add that hasn't already been said. The fact is all indications are that they pretty much grew up together, hence their relationship is clearly not dissimilar to blood brother and sister, and so the technicalities don't make things less icky. The cover is superficial at best.
I would suggest that it's not the medium, but the quality of perception and expression, that determines the significance of art. But what would a cartoonist know? -Bill Watterson