While I understand your sentiment, and I do agree there shouldn't be a need for jerks...I'll admit that sometimes, sometimes....I feel like that really is the answer. I know how cliche it sounds, but the OVERWHELMING evidence that being a jerk is NOT a detrimental factor for female attraction can only be ignored for so long. Yes, of course, that "jerk" attitude is a part of a bigger package of confidence and authority (Sort of like how us guys will date a supermodel if she's a complete shrew) that turns girls on.
I can't let myself be a jerk because, well, that's wrong, but damn if I can't feel a voice saying "Just do it, you have to do it, just...let go of your morals."
Of course I can't say this in real life, either, because Guys are not allowed to complain and whine.
It's tricky, but I know that I've been 'too nice'. I've treated a lot of people nicer than they deserve. Sometimes that came because I was valuing other people (and perhaps even the friendships or potential relationships) more than I valued my own needs. I think pretty much everyone does that at some point, but if you do it a lot you'll end up feeling worse and worse. Girls do this, guys do this. It's the guy that lets his wife walk all over him. It's not just friend-zoned guys.
Sometimes you have to have the guts to treat people like they deserve, that's how I see it. Just remember, girls HATE being ignored.
So now, depending on my mood, if a girl doesn't do something I like I may just cut her off in communications. A lot of times she won't care, but at least I'm not constantly giving of myself and not getting anything back.
Basically it could be said you should value yourself. Don't be a doormat.