You can actually fare pretty well for yourself even if you are a nice, humble guy.
I know first hand that there are some girls that inherently want a man to treat them badly (despite always denying it). However, those aren't women you'd want to date in the long term anyway... trust me.
Mature women with good heads on their shoulders ultimately yearn for a man that is sexy, confident, smart, nice, AND down to earth.
The truth is, few men have all these traits. The ones who find success with women usually are confident, ****y, etc. but don't care about being nice. Those are the "a-holes" everyone complains about and the boyfriends that turn into ex's.
The men that are the nice, friendly, likable guys who also command respect and know how to turn a women on are the true catch. They are typically the men that women ultimately end up marrying and bragging about to their girlfriends.
Getting to that level requires confidence (making it a catch-22), but it's a self-fulfilling prophecy.