In 1999, Intel found itself in the crosshairs after acknowledging that the Pentium III chip would carry a unique serial number that can be read by the computer's software. The company said this would help promote "digital content protection" and prevent counterfeiting of Intel processors. Privacy advocates didn’t buy that argument. Instead, they said, Intel was trying to install the equivalent of a “super-cookie” that would follow people as they surfed around the Internet and result in more spam. It didn't take long, however, before the outcry grew so loud that Intel backed down and disabled the Pentium ID feature.