When women tell men to "be better," or express how poorly men are behaving and treating women, they're talking to these men, the men that they pursued with high hopes and got burned by. They are also usually the initial catalyst that causes women to go forth looking for greener pastures in different kinds of men, meaning those men were pursued or sought first (or, giving some women the benefit of the doubt, those men were the first and maybe only men to approach them).

A lot of people seem compelled to give this misguided feel-good advice that frames dating/reality as some kind of meritocracy where the good succeed and the bad fail, so "be a good guy/girl and you'll succeed," but that's not really how it is. It's actually more the opposite - the bad are succeeding in love because of other psychological errors, fallacies and tactics like the Halo Effect or the Bait and Switch (aka "wingmanning" and also makeup) or just preying on people for whatever they can get, and the good get left behind because they were too polite, weren't sure, or wanted things to go in a certain order and/or didn't act fast enough.

If I recall correctly, there have even been a few studies done confirming that women are more attracted to men who are somewhat misogynistic. Not going digging for them though, so search for them on your own if you want to see them.