Philosopher Alain de Botton touched on this point in one of his excellent clips from ‘The School of Life’ YouTube series. One of the videos discusses the reasons why females are so turned off by “great, wonderful guys.”To summarize briefly:

Nice guys fail with women because the constant attention & pandering makes them feel uncomfortable since it’s not in line with how they feel about themselves, which is very poorly. They will start to believe something is wrong with a nice man, that he doesn't have clarity in life & question his leadership. The niceties become predictable & boring to women & come across as manipulative & insincere. Men who don’t put them on a pedestal make them ~feel~ as if they understand them on a profound level & have a superior perspective on life. There's also a familiarity to not being treated nicely which is very comforting.

Many of the clips tinge of blue pill, but there are many great insights in the series, especially in the realm of philosophy.

Tip GregRed for their post.