Why are young women so insanely attracted to the , mean, jerks?

I had been a sweet, kind and caring guy for most of my life and it has got me nowhere with women. My friend is this looking guy who shaves his head and has a goatee. He is probably the meanest and biggest jerk to women that I have ever seen. The thing that makes no sense is that he usually has women crawling all over him?? I would say that I am quite a bit better looking than him too. I now realize that even though women may act like they don't like those guys that they do. At the end of the day out of the "nice,sweet,caring" guy and the ", bada**, jerk, bad boy" it is the , bada**, jerk, bad boy that the girl will go home and think about.. I know this is true because I was on a dating site and was so nice and polite and got nothing. Then I got so fed up that I just spoke my mind and guess what a couple of days later I got like 3 messages sayin things like " your a bad boy huh?, I like that" and "something about your bad attitude is making me hot". This doesn't make sense why is it like this?? Its like if you treat a girl bad enough she will leave at first but then she will come running back and pounce on you. I just saved my head and grew a goatee and I notice I get a lot more second looks because I look more and badboyish.