"Bad boys" just brag about it more. "Nice guys" who play it well can be just as reproductively successful as bad boys, but one of the tenets of the 'nice guy' reproductive strategy is that you're not allowed to boast about it.
They both have the potential to be incredibly successful in terms of reproductive success, its just that 'nice guys' are unable to boast about it as loudly or as as proudly as 'bad guys'. The flipside is that the 'nice guys' get to whine about the 'bad boys'.
So for men who want to be able to whine but not brag, 'nice guys' is the way to go, but for men who like to brag but not whine, 'bad guy' is the way to go.
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"I'm typing on a computer of science, which is being sent by science wires to a little science server where you can access it. I'm not typing on a computer of philosophy or religion or whatever other thing you think can be used to understand the universe because they're a poor substitute in the role of understanding the universe which exists independent from ourselves." - Willravel
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