Privacy in general became a concern during the digital revolution. The ability to store and utilize such large amounts of diverse information opened possibilities for tracking of individual activities and interests. Libertarians and privacy rights advocates feared the possibility of an Orwellian future where centralized power structures control the populace via automatic surveillance and monitoring of personal information in such programs as the CIA's Information Awareness Office. Consumer and labor advocates opposed the ability to direct market to individuals, discriminate in hiring and lending decisions, invasively monitor employee behavior and communications and generally profit from involuntarily shared personal information.