I know a couple of guys that are very popular with women, aka players, and this is my take on it. They both use women to their own advantage, they lie, lead them on, play with them, etc. However, the women eat it up despite how obvious their true intentions are. Both of these guys are above average but not like something out of a vogue magazine, it's their aura that women are attracted to.
I know guys of around the same degree of attractiveness that have a hard time with women because they don't operate on this same level. Being a nice guy who is stable and has good intentions is not as alluring because it isn't exciting and does not provide the same thrills to women as these "bad boys". These women want to "fix" or lock down the bad boys, where as with the more well intended man she doesn't really have to do any of that.
With all that said, this really says more about these women than these men. The "bad boys" have just learned how to play the game in order to bed women, as this is ultimately their goal. However, with the "nice guys" their goal is to find a potential partner and settle into a relationship, so their energy and game is very different, as it isn't focused on bedding as many women as possible.
A lot of this is also contextual, some men are simply in situations where meeting women readily is a normal occurrence for them. However, with other guys they may have so many other things going on that they are hardly ever in any situations to meet women, maybe to do with career, school, etc.