ee1978 said:
To answer your question, the "bad boy" persona is merely a common by-product of the personality traits (personality traits, as outlined above, being what the average woman cares about most) that the average woman looks for.
Very well said.
Also, a "bad boy", or a typicall "I like him"-jerk has another quality. Typical "nice" guys are, in my opinion, very dishonest. I'll try to explain it through Hollywood.
You know all the movies where the not-so-attractive boy (or sometimes girl) comes to a new school (or similar) and instantly falls in love with the best looking girl (or sometimes boy) of the school, and he loves her somehow "more honestly" than the jerks she's dating, and how the movie spectators all feel for the poor guy and hope he gets the girl?
Well, I find it arrogant and very dishonest that he expects her to love him back under the premise that he is somewhat
less interested in her the same way the jerks are (namely, sexually), when he proved that premise wrong simply by means of falling in love with the most beautiful girl. He is dishonest to her (and most likely to himself, too) and tries to rationalize the actual reason for his love into something higher.
Well, translated to the real life, most jerks/bad boys of the type girls like are usually much more honest about their reasons. The nice "best friend"-guy (see the xkcd comic) shares the basic intentions for the girl, but he disguises it with understanding and support.
Pretty much all males who are trying to get into a relationship with women try to do it the way they feel is the one with the most probable success (the easiest perceived way correlates with your inherent character traits). If you are nice but also honest, fine. But almost all guys I know who are the typical "best friend"-type are not nice and understanding in the same way to other people, so I suspect this niceness to be a strategy.
*Generally assuming the (non-abusive) jerk from the quote