There's a difference between being an asshole (this guy) and being confident. You can be a good person and still display confidence in your tone, posture and actions. What this guy is doing simply preys on the lowest common denominator—on people with very low self-esteem or psychological trauma. While being a douchenozzle will get you more women than being a pushover, both are still unattractive qualities. The douche will never have a lasting, fulfilling relationship, but will get more one-night stands than your typical "nice guy." Being a dick to other people in the hopes that you can exploit or manipulate their emotional or psychological issues or hell, scare them into complying, is abhorrent. You get much better results and don't reduce yourself to scum by being a good, confident person with social tact.
Women want confidence, not an asshole. The advantage that the asshole has over the "nice guy" is that their asshole qualities can sometimes come across as confidence, but more often than not, they're really insecure and controlling, both of which are huge turn-offs. Eventually, the facade wears off. I have no respect for clowns like this and have read more "PUA" literature than I care to remember for the sake of freelance stuff I've written. There are absolutely different schools of thought. There are pieces of shit like this, and others who offer more solid advice that doesn't rely on manipulation or tactics such as those displayed by the guy in question. The "PUA" movement (the decent parts at least) is mostly just basic social psychology, self-improvement/empowerment and 'fake it 'til you make it' confidence. Some people have found ways to monetize the basics and common sense while embellishing it with pseudo science and other distinct things.
One could argue there's no real need for such a movement since the important aspects of it can be found by studying psychology and applying common sense, but obviously there's a market for having it neatly packaged and applied to relationships. In the end, most of it comes down to being confident and ridding yourself of outcome dependence. As soon as you start ridding yourself of the fear associated with rejection, your confidence will naturally go up and you'll do better in social situations. Obviously it's more nuanced, but that's the gist of it. Being an asshole should never factor in. You can be "cocky and funny" which means you're playful about it and project that in your tone/mannerisms, but being a dick is a big no.
