When Cherry tells Pony that "things are rough all over," he is fairly flabbergasted. After all, he wonders, how bad could it be for the Socs? They have nice cars, good grades, and the Soc girls. Pony thinks it would be a pretty good deal to have those kinds of problems.
Later on, he realizes that although the Greasers struggle, the Socs really do have their own sorts of conflicts in life. Cherry tells Pony that Socs have no depth. She confides that she often finds herself talking to other girls and realizes that half of what she says is nothing more than a lie to meet the expectations of her social group. Cherry doesn't think beer parties are great, but when she's with her Soc friends, she talks them up because that is what is expected of her. She points out that Greasers are known for being too emotional, but the Socs don't feel anything at all. They are emotionally removed from life, too cool to allow themselves to experience the emotions attached with living. At the end of the novel, Randy echoes these thoughts, telling Pony that he feels bad about letting his dad down by "being mixed up in all this" and that this is the first time he's felt anything at all in a long time.
The Socs are caught up in their emotionless world, moving through life but never really experiencing it. They are caught up in impressing the group, and they do so at the expense of forming meaningful relationships. The Socs may have the money, but they walk through their lives as shells of people, feeling nothing at all.