Let’s take a real guy who’s a real ‘bad boy.’ He’s muscular, wears ‘bad boy fashion,’ drives a sports car and a motorcycle, is arrogant, sarcastic, and an asshole to his friends, family, and kids, and very clearly doesn’t love or even like his friends or girlfriend. Is it true he’s more likable than a ‘nice guy’?
I think you might be confusing likeable with attractive.
As others have said, some women (and men) find guys like that attractive because they’re a challenge to conquer or are more exciting than someone more predictable and safe.
But they generally aren’t likeable. Women who are attracted to them don’t like them; they like the sense of inherited power.