Do Men Like Aggressive Women?

I was having a conversation with a guy friend of mine the other night about men and women and he was insisting that times have changed and guys no longer want to be the one pursuing.  He said guys welcome a woman who says exactly how she feels and makes the moves first.  If given the option to date a woman who played it cool and conservative or date someone who made it really easy for him, he insisted he'd go for the more aggressive woman.   As someone who doesn't like to play games and say exactly what I feel when I feel it, I would love to believe that this is true.  However, I still believe guys subconsciously will choose the woman who doesn't make it so easy.  What do you think?