The term cheto was really popularized in the seventies, with the common phrase “ no soy cheto, soy stone”. both as a reference to the rolling stones, who were hated by the establishment, and to the cult clothing store Little Stone, in galleria del este. There was a novelty song on the radio, and people would be sing it at events. Chetos were square, they listened to bland pop music, and they dressed like their parents. Needless to say, far more stones were disappeared.