I think "nice" can mean a few different things...
If it means that you're a spineless pansy, then yeah, you will finish last. In my experience women will test their limits with you, and if she can push you around, walk all over you, if you don't have a stance and an opinion, she will not respect you. They don't want an asshole, but they want someone confident and strong who stands up for himself... often, if a woman is being a bitch, she wants someone to tell her so, to stand up to her.
There's also something about bad boys being 'dangerous' which is attractive to women... safe and predictable get boring, fast. We all want adventure and surprises in our relationship, it's exciting to feel like we're in unchartered territory.
And, sadly, some women do just want an asshole ... I've been with women who get hotter for you the more of a dick you are to them. I proved this to myself during the days when I was doing a lot of cocaine, which seems to bring out my inner asshole... lying, manipulating, etc. seems to do it for some chicks, particularly hot chicks with low self esteem. Sad but true.
There's also the time-proven fact that we always want what we can't have. Playing hard to get is always a good thing.