Women love the idea of a guy being a bit of an alpha, a bit of a rebel, a tough guy... To everyone but THEM. It makes them feel special when this guy is nice to them, makes them feel that they've tapped into the sensitive side of a guy, and its reserved for them alone.
Of course when it all turns out that the guy was just being nicer then he really is in order to get a girlfriend/the girl realises she is deluded, what you get is a chick, rather then interpreting that instance as a failing on her part, she flips it around and in a young mind assumes that SHE couldn't have been barking up the wrong tree, that could've happened to anyone... Ergo, All Men Are Assholes.
Read it now, believe me later.