. The process was repeated at different temperatures to separate the various fractions. The technology was simple , refineries were easy to set up , and before long , refining capacity exceeded crude supply . The need for improved product separation led to the use of fractionating columns , which aollwed the different boiling-point cut to be separate out in a continuous process. John D.Rockefeller sought to consolidate the U.S. refining business , and in 1870 he established the standard oil co with his partners [5] . By 1879, standard oil controlled 90% of the U.S. refining capacity [3].