They say its basically 2 things:
1. They are going to be a fun and wild time
2. The challenge of shaping them into what they want

The problem with the nice guy isn't really that he is nice its the fact that he comes across as a sick little puppy looking for love and there really is no challenge. Girls aren't that much different than guys...both want a little bit of a challenge. Keeps it exciting I think. I was a typical "nice" guy and I finally figured out I can still be nice just don't give anything to what she wants or don't act like you're just falling all over yourself to serve her. Be respectful and nice just not ready to say "I do" on the first date.