 Alexander Bard describes a new underclass called the consumtariat, a portmanteau of consumer and proletariat, whose main activity is consumption, regulated from above.It is kept occupied with private problems, its desires provoked with the use of adverts and its active participation is limited to things like product choice, product customization, engaging with interactive products and life-style choice.Similar to Netocracy, is the concept of Cyberdeutocracy.