I remember a conversation I had with my older sister in the early 90's, when she was serially dating and continually meeting up with the same kind of reckless guy. My younger sister was doing the same thing, except she tended to stick it out a little longer. In both cases, they both knew a guy who cared deeply for them, was mature, responsible, had a good job and would have made an excellent life companion.
They had the same answer - nice guys are boring. They weren't fun. They didn't know how to party all night. They were often predictable. And my older sister made the case that with a nice guy, the mystery is gone. With a bad boy, you always wonder if they still want you, find you captivating, find you sexy. With the nice guy, that's a closed case. He's already on the hook, as my sister would say. I suppose it's the female version of "the chase" that men find so interesting.
And if that's what you always want out of a relationship, then that's probably what you're going to look for. Nearly twenty years later, they both kind of think maybe they made a mistake, but then they shrug. Oh well.
I also think it's part of the same process that young adults try to pursue the hottest girl in school because it reflects on their own worthiness. A "nice man" is perceived as an easy catch; a bad boy, much more difficult. If you can somehow get the top prize, it reflects on your own worth.
More or less, I stopped this around college. My perspective was that a nice girl, a really nice one was actually very *hard* to find, and much harder to impress. They weren't easily fooled (unless they were total nitwits) and that finding one was more a matter of extremely good fortune. I don't know why my siblings thought nice guys were easy to find - they seemed to find jerks VERY easy to find.