What is the eleventh man theory?

Sean Astin's character George explains the 11th man theory in the 2007 comedy "What Love Is."

If a woman is in a room with ten guys who treat her nice and tell her she is beautiful and so on, but the 11th guy walks in and ignores her. He does not care what she thinks and does not tell her she is beautiful and smart, but she will go after this guy because he is not trying to get to know her. They said this is why nice guys never have relationships that last. This theory could apply to men or women, but in the movie it was about women. I don’t subscribe to this, but I have seen some woman who seem to be attracted to the bad boy