Why the Alpha?

I'm not a fan of Alpha males IRL. They're bullies. They think women need to be coddled and protected.     I've never met an Alpha personality that I didn't want to punch in the face. (Yes, this does apply to my friends as well as public figures and fictional characters.)  Yet the phrase pops up all over the place anywhere romance and erotica books are being discussed.  When I see the word I tend to shy away from the book. Even if the heroine is a Strong Woman, there's gonna be a lot of friction as she fights with his alpha-ness and I don't find this friction exciting or sexy.

I have no idea what it is you people find so appealing about predisposition to douchebaggery, but I will tell ya, it sours me to the romance genre in general.  I actually read very little straight up romance, preferring fantasy, paranormal and sci-fi with heavy romantic/erotic elements.

The label 'Alpha' is part of the California Psychological Inventory, which is a personality test that was developed in the 1950's.  Aside from Alphas and Betas there are also Gamma and Delta personalities.  Here's a short description of the personality types from wikipedia (because I'm lazy):

"Alpha personality types are more enterprising, dependable and outgoing. Betas are reserved, responsible and moderate. Gammas are adventurous, restless, and pleasure-seeking. Finally, Deltas are withdrawn, private, and to some extent disaffected."

(Clearly I am a Delta.)

So there are 3 other personality types to play with, yet they are getting ignored for this:

Found these attractive boys doing a google search for 'alpha male.' Pic is from a site that offers a "Pick-up Artist Bootcamp."  Very classy. Googling 'alpha male' will come up with multiple offers on how to get with women.

So why not get more Betas, Gammas and Deltas up there on the page?  There's no reason why they can't still hold leadership roles if that is what your story needs.  And I'm getting so tired of stories about billionaire CEOs and Alpha werewolves.  Who knows a billionaire CEO in real life anyway?  I wouldn't want to because I would want to punch him in the face.