I disagree with your premise. Being nice is a lot more difficult than being a "bad boy". Nice people go against the tide. And do what they think is right even if it cost them. Many of them would stand up to protect others but don't share the ruthless ambition that mean compromising their values for a quick win. That is the thing, people might not consider them winners, but many times they are.

I've lost count of how many times people have decided that someone is a push over for being a "nice guy" only to find that when they try to hurt someone they care about, they are way more strong and resilient than them.

And that is the thing, nice people won't waste their time and effort in pointless confrontation, they would only choose confrontation when there is no better alternative. Because confrontation has "opportunity cost" for the future.

It is all about priorities. Ambitius people prioritize their wellbeing over others and want the spotlight. Nice people would look for "win-win" situations because those collaborations usually bring better results in the long term. They've chosee slow burn rather than be "brighter".