Every girl likes a bad boy (even if they don't want to admit it!) but bad boy doesn't have to be an asshole.
I have a lot of issues with the 50 Shades and the glorification of abusive assholes it preaches.
Bad boys are sexy, yes. But is it necessary for the bad boy to be an abusive asshole? I think not.
I have written a sexy, snarky bad boy alpha male character in my series of short stories. He is a a bad boy but he's not an abusive asshole. All 12 of my female beta readers absolutely fell in love with him. I must admit fell in love with him while writing him, too. He's the ultimate bad boy, definitely not the sucker nice guy type, but he can be nice at times. It is possible to give the bad boy nice moments without taking away from his bad boy charisma.
He is the epitomy of alpha male and a bad boy, but not an abusive jerk. Assholes are NOT sexy!