It truely is about the game and I myself don't know the rules
Two friends of mine are on an internet dating site and get contacts all the time, I go on, get the initial contact and it fizzles out to nothing. What is my problem? I am a horrible conversationist, I cannot think of anything to say or will think of things but don't come out to say what is on my mind.
I think you have to have the confidence to be yourself and not fear rejection (something I am slowly learning myself). So it is not so much as the women being attracted to the asshole personality, but the confidence that they exude by being the ass.