Why do people like the bad guys more?

Because they're dangerous and strong, and people are drawn to power. :)

"Drawn to power." Definitely a that's what she said moment.

Definitely.

x3

While these may not apply to Folly, and I have no intention of implying they do, there are several more reasons to favor a villain.

For a second, the fact that a good villain tends to be more nuanced and approachable than the hero in any given setting - you can pine for the righteous humble virtuous hero of pure purity, but they are so flawless it's hard to look at them as a person and relate to them (as flawed as we are), plus you have to hit them over the head just to get them to notice you are flirting, and you will get maybe a kiss by the end of the movie - no, if you want to get down, dirty, and sexy, it's the villain that you want (An aspect helped by puritanical values - in a culture where sexuality is negatively viewed, it's pretty natural to make evil more sexually charged).

As the hero gets more complex (and interesting), this becomes less of the case, but most works that make that sort of effort on the hero also work that hard on the villain, too, so the difference, while functionally smaller, remains. Of course, from another perspective, this sort of hero is "grayer" than the pure white knight above - which makes them more approachable, both on a personal and relational level, but it also makes them more villain-like, as well, in most cases.

There is a third aspect, of course - Villains are, traditionally, proactive, while heroes are reactive - in many cases, its the villain who drives the story at it's basic level. A lot of people like that - it's easy to think of a villain who charges through the maximum security vault, coolly avoiding or overpowering every obstacle, as someone who would be active in other aspects of their lives - like romance. With heroes, you worry that you'd have to urge them, drag them, or otherwise be the main mover and shaker for every step in the relationship. Maybe having an SO that takes what they want, even from you, is more than a little scary, but the imagined hero relationship just seems like a lot of work. Fantasy fear is exciting, and exciting is often sexy - especially in a fantasy (for emphasis here! the real thing, is, of course, much less so - I'm not trying to marginalizes or fetishize non-consensual sexual assault). Work, on the other hand, is never sexy. Fantasies about work usually relate to not doing it in favor of something more fun.

"Join the Dark Side, we have cookies."

Yeah, right!? I mean really, who didn't?