Honestly I think it works with some women. my sister is one. She has dumped / refused to date many a nice guy because they were "too nice" according to her, hence boring. She is now married to a guy that isn't a jerk but isn't overly nice to her either and openly flirts with other girls in front of her.

To me it is a complete turnoff. I learned that after i dated a few assholes though, and have the scars to prove it.