I have to admit that I do like a little bad in my boy.
Playful, cheeky, irreverent, smooth and charming, bold and daring, even chauvinistic.
Bad boys embody masculinity because they are confident and in full control of themselves. Women like that.
But there can be too much of a good thing. Too much bad and a guy becomes a total jerk. Not attractive.
I believe the clichéd viewpoint that women fall for jerks comes from the fact that women cannot tell real jerks from real men.