"Jerk-i-ness" does sell, because it get people's passions inflamed one way or another. They will either agree with you or hate you, but that doesn't matter as long as they read you and you sell books. "Nice" is nice, reasonable and balanced, but that puts people to sleep. (Refer to JW "fight" threads for confirmation of this theory).
However, most people, want even their "jerks" to at least give lip service to some sort of higher ideal, they don't want to identify with a total mercenary. So, if you want to make a lot of money, that's fine, and normal. Write your jerky book, but do not say in the introduction your only intent is to make a lot of money. Make it about one "jerk" exposing a bunch of "bigger jerks". That should work. Marketing 101.
Cog