Why Do Women Like Being Treated Badly?

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One of my good friends Kevin is a true player and what I mean by that is that he plays with women. He currently 2 girlfriends and is sleeping with another 2 girls at the same time. All of them with the exception of 1 of them know about each other, not in detail but they do know about each other. What is interesting about the situation is that he treats them terribly but they just keep coming back to him, specially his girlfriend of 4 years, Wendy. When he is with them he treats them very well and obviously they enjoy being with him but it is the things that he does behind their back that are really bad. To give you an example of what I mean he slept with Wendy's younger sister and everyone including her family found out about it...but she's still around, I don't get it! What is it that keeps them coming back to him? Why is it that women like being treated this way?