Some guys end up in the friend zone and others end up in the endzone.
It really doesn't make sense in a lot of ways and having to become an uncivilized savage to then have the success can be tough.
The older women still like the bad boys unfortunately and you see this a ton with recent divorce type chicks. Their husbands were too boring so they are back out there trying to compete for the top guys again who won't know their last name even if they have slept with them a dozen times.
It's getting worse in a lot of ways. The competition gets stiffer, women have more attention now than ever before, women are more mentally damaged than ever before from social media and many other things.