nice guy

The nice guy, they say, finishes last. But in romantic relationships, the nice guy often isn't even in the running. […] The nice guy may have expressed an interest in dating you…. The nice guy is the person who you trust and feel comfortable with, but don't see as "fun" or "challenging" or really all that "interesting," other than as a friend, of course.

Plenty of men will treat women kindly, but Nice Guys like to think that behaving kindly earns them a gold star. It doesn't.