I read "soft" as more mellow and chilled out, and less stressed about (what seems) trivial stuff. In a way, even kinder. And from what I've read by rich people (such as Diane Disney Miller) cynical is a lot about the difficulty of establishing genuine relationships.

That is how I read it as well. I’d imagine being someone that is cynical and wealthy protects your wealth from forces that would suck less cynical people dry (multilevel marketing, get-rich-from-real-estate seminars, stocks currently riding the wave of the hot rumour of the week).