I am giving to play the Devil's Advocate here. Isn't it common human ambition to strive for the things that seem harder to get? Let me put this into context for you:
You are a teenage boy again (or still) and for the last few weeks this shy girl in class has been trying to make contact with you. It is obvious in the way she looks at you, the way she is always nice to you and ask you how you are and what your plans for the day are. She isn't exactly ugly or repulsive in any other way. She is just homely and rather shy, obviously uncertain about how to proceed. If you tried, you figure you could get together with her.
On the other hand, there's the cheerleader girl in your other class. She's smoking hot, outspoken and seems pretty experienced, she is also popular and seems to have contacts. She replies when you talk to her, but you aren't sure what to say exactly and can't figure out how to get her to *see you* and become interested in you.
Now reverse it, replace the homely girl with "geeky/nerdy guy" and the cheerleader with whatever stereotype of man is considered cool in your school.
I was a teenage girl myself not too long ago. We (meaning teenage girls) go for the "mean guys" because they promise a more exciting time. What you see as "abusive" is often protective (even if sometimes misdirected) and everyone likes to feel like they are being cared for, that's not just something that women do. They are cool, they have cool friends and they do cool things. Hooking up with that guy is infinitely cooler than the guy that holds open the door, let's you bypass him in the line at the food court and lends you his pencil in class. And face it, Girls talk to each other so we are not looking for another confidant in our boyfriend at least not initially. The classical stereotype in society still applies: Girls wants a guy who rocks their world to its' foundation. Not a boy who gently rucks it becuase he is afraid the girl might take offense ("Julia, I would sing a song under your window. But you might not like the lyrics, so I hum instead." GG, Romeo).
I have a few friends who is stuck in the "Eternal bestfriend"-trap (some of them with me, tough luck, eh?) when it comes to girls. The problem there, if you go on dates or similar, is that both parties have to actually show that they are interested in a romantic relationship from the start. "Taking it slow" and "Getting to know" the other person are sure ways to give off the vibes that you enjoy the other persons company, but only in a non-romantic way. Which triggers a similar response in the other person and once you reach a certain point, it is molded into friendship and not love. The book "The Game" might be horribly male chauvinistic in some respects, but it is also a documentation of how western society works when it comes to romance and sexuality.
This post is turning into a wall of text. As a conclusion, I want to say that Gentlemen does live (and as Bihac above pointed out, they should be gender-blind) and that's not the original problem as I percieve it, in this thread. The problem that has surfaced is the age old classic teenage syndrome of the girls going for the "mean guys" instead of the well-behaved boys.
I will end this with a question: Shouldn't a good behaviour and friendly attitude be a reward in its' own right? Or do you need the constant appreciation of others to feel as if being friendly is the right thing to do?